Look Beyond Obvious - For effective Outdoor Branding

" Look Beyond Obvious" I came through this phrase while I was reading a book. Then, I began to think. While we are on our way either from work to office or office to work, How many billboards or hoardings we see? But personally I remember only a couple of them because the others are too obvious. Our mind knows " OK. This is a billboard. This is fixed to drain my money from my pocket" The modern society people are really distracted. We see hundreds or maybe thousands of advertisements while we are travelling. But do we notice all? Even the advertiser spends millions on that particular campaign, we don't notice. That's the sad truth Hence, there are two questions you should ask yourself as an advertiser or a brand manager. 1. Is my campaign CREATIVE ENOUGH to make my consumers notice me? 2. Am I different from my competitor? Final Reminder : As consumers we are so distracted. We will never notice you, unless you do something beyond obvious because ATTENTION IS THE MOST SCARCE RESOURCE.