Marry a sharp message with an idea that connects to an emotion.

Entertain, engage, inform:
Develop creative that will jolt potential customers out of their indifference.

Stay neutral:
The core concept must be able to propagate via multiple streams of communication (e.g. packaging, advertising, promotion, collateral).

Show it differently:
You cannot hold your targets’ attention with something they've seen before. But don’t “over-design”: Strive for clarity without being tiresome.