As humans, we're hard-wired to notice things that are different (or changing) in our environment.

The reason for this is that our early ancestors lived under constant threat of being eaten by something grizzly or being overrun by a rival tribe.

Luckily for us, the world around us is far safer.

In fact, regardless of what the news would have us believe, it's the safest time to EVER be a human being. 

The problem, though, is that evolution takes a bloody long time.

Our genes and impulses haven't adapted... So the instincts that once served us can now often hold us back.

As marketers, we can use this to our advantage (in an ethical way, of course).

The trap is to be safe, to follow on with what everyone else is doing.

But the brave move is to zig when everyone else is zagging.

I could have called myself PM Logo Designs... or something like that.

But that's what everyone does.

I went for Super Logo Boy as it's memorable, says exactly where my focus is and actually starts conversations.

Novelty and humour can be great ways to get people's attention and cement your brand in their mind.

A little bravery can go a long way in marketing.

Be fun... But be genuine.

If your marketing bores you, it is boring your customers.

It's as simple as that.