Brands hire 4As digital agencies to produce marketing materials that are visually beautiful, professional, corporate and flawless. Brand managers review them and say they are perfect and approved and then they get published.
When consumers see these perfect sites and banner ads, they acknowledge these materials are pretty but they are also common, typical, ordinary, conventional and routine. This creative and execution standard has become expected and average, they are not impressed and they probably won’t tell anyone.
Besides aiming for perfect and flawless, try aiming for remarkable, too.
Being remarkable is being extraordinary, unusual, surprising, amazing and spectacular. Most importantly, it is something worth talking about.
This article on The Guardian tells you how to be remarkable.
By the way, remarkable becomes unremarkable over time, you need to reinvest and reinvent all the time.