In marketing a business it is a given that you want to stand out from the crowd.
To stand out, stand out.
In marketing a business it is a given that you want to stand out from the crowd. You don't just want to stand out from the competition, but from all businesses advertising themselves in the same space as you, whether in a magazine, on TV, on the internet or on the street. There's a lot of noise out there. But standing out does not mean the same as being louder than others, it simply means getting noticed within the noise. You do this not by being louder but by making a different sound. For example, let's say you were a ladies shoe shop called *Urban Angel* taking an advert in a local newspaper; the newspaper is filled with typical adverts having lots images and text; what if your advertisement was a single large block of your brand colour taking up the whole of your given advertising space, and in the centre of that space it said:
Urban Angel: Shoes to die for.
Wouldn't that advert stand out on the page? That's a rhetorical question.
There's no other way to stand out other than to do things differently, taking people by surprise. In doing so you steal their attention for a few moments of their precious lives.