If you've never read the book "Made to Stick", it should be at the top of your list. The book dives deep into the concept of what makes something sticky or memorable. Of the seven concepts it covers, the biggest is that we only remember things that are unexpected.
Anything we expect, is effectively invisible to us. Hello, all your off the shelf, me too marketing may be gorgeous, but it is exactly what everyone expects because it is the same as thousands of your competitors. We all receive countless marketing messages from everyone else in your field. When we compare those with your marketing messages and materials, will yours blend in or stand out? You need a little Wow Factor in your marketing if anyone is ever going to remember it