19/10/2026
“Can we do something different?”
“Actually… let’s stick to what everyone else is doing.”
I’ve seen good ideas slowly disappear through rounds of “make it safer.”
The unexpected visual. The honest headline. The concept that actually had personality.
Until everyone approves it.
And everyone scrolls past it.
SAFE IS RARELY MEMORABLE. If you want people to remember your brand, you have to give them something worth remembering.