The too much noise issue: why standing out is harder than ever

Playing it safe might get your brand by, but it won’t help it thrive

In today's hyper-connected, always-on world, brands are constantly hustling to capture attention. Whether it’s through flashy viral ads or endless content streams, competition for consumer’s attention has never been fiercer.

On the other hand, in this ocean of content, it’s easy for even the most exciting campaigns to get lost. And with all the rush and anxiety to stand out, brands often end up blending in. Just more of the same. Isn’t it?

So, what’s the key to making your brand truly stand out in a chatter world that’s always moving?

My answer would be: BREAK THE PATTERN

Brands that thrive in this new world are the ones that take a step back and offer something different. This is as obvious as it is hard. As a brand manager or an entrepreneur you must be bold to decide to go against the flow. The herd effect is very powerful and just following it gives a rewarding sense of security - “if everyone is going that way it must be the right way, right?”. While the safeness argument is true, it does not mean that it will be the most effective way to create long-term recognition and connection.

Two quick arguments on that. The more brands adopt the same strategy, the less effective these will become over time - like everyone shouting at once. It gets harder to hear and even harder to listen. Plus, being just another content among thousands of others is the fastest way to get lost in the crowd, no matter how good you are.

I want to give you an example using our last topic - Boredom.

In this war for attention, reframing boredom offers a refreshing alternative. Instead of pushing more content, more urgency, and more stimulation, embracing boredom can allow your brand to stand apart. It’s about giving your audience permission to slow down, reflect, and engage with your brand in a more meaningful way.

Boredom isn’t just about nothing—it’s about creating space for something new to emerge, a tool for creativity and self discovery. And in a marketplace flooded with noise, offering this kind of relief can make your brand feel like an oasis in a sea of chaos. [Believe me, soon enough it won’t feel so bold anymore].

This an example of how “changing the conversation” can give leverage to stand out, of course considering that the stage you will choose to stand up into makes sense with your brand purpose and values. But I will assume I don’t need to go deeper in that anymore.

To conclude, nowadays, you want to be the brand that makes a meaningful part of your customer’s life, not just a transactional experience. Instead of all this impersonal quick fix formulas that you scroll over, you want to resonate.

Stay alert to don’t get stuck on the big market background.