The cowboy who rode a camel.

Sometimes no matter how hard you try, there’s absolutely nothing different about your product, what you offer, your price or sometimes even your brand.

Maybe you're in a highly commoditised category, or maybe you're in the straight-jacket of regulation.

Or maybe you've inherited a brand that's always just looked and sounded like everybody else. Oooops.

So you’re a cowboy like everybody else… two guns, perfectly scuffed leather boots and a fantastic Stetson.

You even look great in a pair of stonewash denim jeans. Just like all the other cowboys.

So if you want to get noticed, you need to break peoples' prediction.

You need to ride a camel.

A cowboy riding a camel, that's something everyone's going to remember.

Research from IPSOS and the Effies shows brands who break category norms have a 21% increase in brand attention.

I know Cowboys who'd sell their Grandma for a 21% increase in attention.

So if you're stuck riding a horse like everybody else, then get yourself a camel.

Underdog brands, need Underdog thinking.