Invest in Wow! moments that define your brand

Sometimes the most valuable brand investments are seemingly illogical. Going far beyond what's necessary — like using a crane to deliver a house when a truck would work — creates memorable moments that stick in people's minds. These "wow factors" might be inefficient from a pure data perspective, but they separate you from competitors and build deeper audience connection. The key is doing things that seem unreasonably ambitious — actions that make people think "only they would do this."