Here is a text I wrote some years ago that I found in my personal archives. I endorse and proudly sign this because it still reflects the views that I have regarding my vocation: communication.

Today, time is always lacking and the pace is accelerating each year. The field of advertising and marketing is becoming increasingly complex, as consumers have developed their own antibodies to cope with “intrusive” advertisements. It is not surprising to see more and more daring campaigns that ultimately do not represent the brand’s values and cause it to get lost in the crowd. Like individuals, companies have their qualities and faults that make each one of them unique (at least, that is what companies should strive to do: be unique). Don’t forget that it’s always easier to imitate others because if an error occurs, you can just blame them or comfort yourself with the idea that you are not the only one in this situation.

It would be easy to conclude that there is no miracle solution, but I don’t think that is the case: the mere fact of focusing on what you do best is a good start. If people recognize you and appreciate you in a niche, take advantage of this opportunity to create campaigns based on your product’s attributes and boast about your singularity. Avoid creating campaigns that promote the category instead of your brand. Building for the long term and respecting your values in your communications are the solutions that will give you the possibility to be unique.