In essence, being worthy of remark. Standing out. Your consumer receives up to 10,000 marketing messages a day. Read that again and breath deep. It's ok, you can stand out. But you have to be brave enough to be different. Be yourself. Also, recognize.you are not for everyone and that's ok.
What keeps you up at night? What makes you laugh? What do you celebrate? Be different and use it to connect with your world.