If you want to be the idea behind the "idea brands" ask yourself: If your company went out of business tomorrow, would anybody really miss it? –as the advertising legend Roy Spence would say. Or one might say, are your bags of goods and services so distinctive that it has become seamless to the consumer experience. Very few companies can vouch for it. This is why so many companies feel like they're on the verge of going out of business.
Here is the key question to ask: If you are doing things the same old way, selling same old stuff, what would prompt you to do any different? The cardinal point to remember:
Being different is the ROI of memorability.