Branding by showmanship

Alastair Crompton put it well and simple in his book Craft of Copywriting: "If you have something to say: say it. If you have nothing to say: use showmanship." Today the latter basic strategy would be a wise choice for many brands. Too often there's nothing unique or truly different about products and services. If so, my advice would be to communicate the company's identity in a compelling way. That is to say: if your organisation has an interesting idea about it's position in the world of customers. If nothing else works: use showmanship. Be interesting. Like Docomo. What to say about a wood cased cellphone? Well, if you use showmanship, it's something like this:

Even if you are IKEA, what interesting things can you say about kitchens?

Or about closets?
 

So, if you have nothing truly interesting to say about your brand, product or service: use showmanship!