In this contemporary era of marketing – whether that be advertising, promotions, or public relations – attention is both a scarce commodity, and crucial for success. When consumers are content with the comforts of the couch, motivating action can be challenging. Turning heads or “stopping the scroll” is the first step towards positive brand engagement.

Many companies want everything to be aligned, consistent, uniform, or, dare I say, “boring.” Playing it safe is fine for actuaries and mutual funds focused on the long game. It’s a classic case of risk vs reward. The problem is, we’re trying to move the needle – NOW!

Different grows interest

In retail marketing, we want our brand to break the mold, to stand out, and differentiate itself from competitors. Do something imperfect and it’s more likely to stand out and be memorable. The effort required and return on investment for perfection isn’t worth it. You could spend 300% more time getting the last detail “perfect,” but for what impact?

This is why you often see intentional typos in social media headlines. They’re done to disrupt the audience’s typical consumption or processing of information. When viewers stop to consider what they have just read (or seen), they often feel the need to comment, which increases engagement, and improves the poster’s place in the algorithm.

Different is memorable

To err is human, but brands don’t really want to be seen as making mistakes. That said, consumers gain trust when brands are truthful rather than hyperbolic. Most companies will tell you they are the best, but what consumers are truly seeking is a reflection of themselves – HUMAN. We don’t talk about perfection. (We know life isn’t.) We gossip about the unusual, the unanticipated, and the impossible.

People are dynamic and brands should be too. Fortune favours the bold, the bright, and the beautiful – not the typical “what you would expect”situations. When it comes to selling a product or service, what’s more important: what it is, or WHAT IT ISN’T?

These days, to get noticed companies not only need to exceed expectations, they must fully immerse customers in a sparkly, delicious, harmonious, blanket right out of the dryer. Brands will be well-served to entertain all of the senses and utilize more aspects of interest… call them, “Elements of Surprise.” In practical design terms, this means contrast or juxtaposition. It’s a green horse in a race of stallions, a beat-boxer at an opera, or a dance performance in a retail store.

Different is the difference.