Quite simply, you need to do something disruptive, something unexpected, something that grabs attention, imagination and stimulates more interest in your brand, services or products - so much so that the receivers of this form of marketing will want to take action, they will tell others and your exposure increases.

We now live in the world where conversations and story telling win over hard selling. People focus on feelings, shared values and what is going on in our world so creativity in this regard is really important for growth.

In a recent survey, 90% of people in the U.K. want to engage with brands that are setting new standards, are going beyond the expected and pushing the boundaries. To achieve this you need to engage in marketing activity that is daring and breaks the status quo.

Is that risky? Yes, but to continue marketing in a safe and boring way is, in my opinion, much riskier!