In a February 2015 AdWeek interview, Cadillac's Chief Marketing Officer Uwe Ellinghaus was asked why his brand would not be taking on the better-selling German luxury vehicles head to head.
His answer: "We need to build the brand on things that make it different [from] the Germans."
Some On Hold Marketing companies provide a generic list of messages to all of their customers that are in the same vertical market, and then say "Choose a few of these and we'll use them to put together your next OHM production."
But your brand is unique. It deserves more than "what everyone else is getting."
And it's worth the effort that's required to elevate it.
Differentiating your company. Creating memorable impressions. Those are custom processes; solutions that can't be selected from a communal list.
It may be quicker and easier to follow in the footsteps of competitors, but it won't help you stand out from that competition or allow your brand to make its own impression on your shared audience. (We can.)