Take risks at being remarkable, and don't worry about criticism.
Target the people who are both willing to try new things and very vocal at spreading the word to others.
Invent the product with marketing.
Target and measure your marketing effectively.
Don't emulate the leader, because you'll never learn the process of turning risks into success.
The traditional form of advertising is no longer effective because in today's overwhelmingly advertised world capturing the consumer's attention is almost impossible.
In today's crowded marketplace, there is no room for "ordinary."