Remarkable is not the same as loud

Remarkable means worth remarking on. It doesn't mean shouty. It doesn't mean viral. It doesn't mean a stunt.

The loudest brands are usually the most forgettable. They buy attention instead of earning it. They interrupt instead of mattering. Volume is the refuge of people who have nothing interesting to say.

A remarkable product is one that solves a problem so well that the person who uses it feels compelled to mention it. Not because you asked. Not because you incentivized a referral. Because staying silent would feel like withholding something useful.

That kind of marketing can't be manufactured by an agency. It gets built into the product by people who understand what their smallest viable audience actually needs.

Rex Caldwell disagrees with this, and his argument is worth reading. He thinks volume is how you discover what's remarkable. He's wrong about the order of operations, but he's honest about the process.

Loud fades. Remarkable compounds.