Breaking the Dullness Barrier

Exploring the hidden costs and consequences of dull advertising, this chapter challenges traditional norms by emphasizing the importance of creativity and uniqueness in marketing campaigns. From a taxonomy of dullness to strategies for engaging audiences, the discussion navigates through the psychology of consumer connections and the need for innovative approaches. The chapter also sheds light on the challenges faced by senior management in stepping away from conventional methods and the impact of risk aversion on brand differentiation.