Sameness has become the default setting of modern marketing. As content grows infinite and every brand gains access to the same channels, formats, and AI tools, creativity, once marketing's most obvious differentiator, keeps getting engineered out of the process in favour of safe, forgettable work that tests well but says nothing. Attendees will leave with a clearer diagnosis of where their own organisation is engineering the risk out of its marketing, practical arguments for defending bolder creative work internally, and examples of brands using distinctiveness as a genuine growth lever rather than a nice-to-have. Key takeaways: - Why safe, forgettable marketing is a bigger risk than bold marketing in a saturated market - How internal approval processes and risk tolerance quietly kill creativity - Building a culture and workflow that protects space for original work - Arguments for defending creative risk in front of a board that rewards safety - Real examples of distinctiveness working as a growth lever, not just a brand exercise