So with such overwhelming content which sells there is an enormous amount of branding out there. To sell something your message has to be recognizable. It has to be clear that what you say is about your products and services, or whatever it is that you are selling. There needs to be a message or a feeling that connects all that you are saying and eventually makes your audience buy from you. This is very simple and everybody is doing it.

So not only there are billions of tons of content out there but most of it is branded. It is branded deliberately or accidentally, by expensive agencies or by high school students, based on science or based on intuition and character. It does not matter how but it is branding.

There are more and more people who produce more and more content which is branded more than ever. And this is growing exponentially.

So how can you get any attention.

Long time ago in a galaxy far far away - like maybe one or two decades ago - it was enough to buy some magazine ads, a tv ad and lately maybe make a website which you do not update for few years. Now only online there are about million channels to choose from to syndicate your content be it advertising or real content like articles, photos, whatever… And everybody is syndicating through these channels.

Only choice is to take risks, to take a bit more risk than the next guy. And that is to make your brand a bit more extreme. Whatever “extreme” actually means. Different, new, fresh. If you are same as everybody else or something people are used to, considering the length of current attention span, you can not expect much success. You have one millisecond to get some attention of one of billions of people browsing through billions of tons of content on millions of channels. You have to take the risk to be extreme.