If you have to choose between being bland and being remarkable as a small company, choose remarkable. But you should probably choose to concentrate your remarkable budget rather than spreading it thinly over a bunch of places where most customers won’t perceive it.
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BigCo will swear blind that their written voice survives being interpreted by a marketing agency after seven rounds of revisions and then review by 23 internal stakeholders. And indeed, it does, because nobody can BigCo like BigCo does; saying nothing, forgettably.
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