A guitarist plays the B major scale twice correctly, then wrong. Your brain catches the mistake instantly, even if you don't know music theory. The lesson: brands that break expected patterns get noticed because our brains are wired to spot what doesn't fit.
You may not know the B major scale, but your mind is so efficient at finding patterns it can identify when it's right and when it's wrong. That's why when you market, you want to break patterns, because we can notice it. First, let me play the B major scale properly. Now I'm going to play it 2 more times. One will be right, one will be wrong. Which one's the wrong one? Which one was right? Which one was wrong? Obviously it was that second one that was wrong. And why is it so obvious? You don't know the B major scale, but your mind does know patterns. That's why in your marketing, don't do the same patterns everyone else. Do something that's a little bit unexpected because people notice.
