Distinctiveness and Vanille

Dare to be different and stand out. 

“First, prioritise being noticed above other goals. If you fail there, everything else is academic.

Second, apply the findings of von Restorff, who 80 years ago discovered that the best way to be noticed is to be distinctive. Despite this finding being well established in psychology, much advertising slavishly abides by category conventions. That mimicry comes at a cost.”

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