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The future is going to be creative. And if brands don’t embrace creativity at some point in time, they will collapse and fail. And creativity is only trying to get somebody to take notice of what it is you’re saying. It’s trying to stand out from the crowd. This is why difference is powerful. The power if difference means that you get people to listen. They reawaken their interest in you by being different. You keep saying the same thing, people stop listening.