For many brands, the risk is no longer one of being overlooked – it’s one of complete irrelevance. The internet has pushed the marketplace to a depressing sea of sameness: the trend for ‘averaging’, an outcome of our algorithm-first culture which aesthetically optimises everything from hipster cafes to brand logos, is inadvertently making brands look and feel the same, catapulting us to a dangerous middle ground of global ubiquity where all differentiation is lost. Indeed, Marketing Effectiveness experts Adam Morgan and Peter Field have famously warned us that this extraordinary cost of dull is costing businesses big money: 18.9 billion dollars, or the equivalent of the GDP of Greece to be precise.