Creatively communicating your brand is always a surefire way to strengthen it and make it stand out, McKain said. The problem, though, is that thinking creatively is often easier said than done.
That's why, McKain said, it's best to start small. Rather than getting hung up on how to creatively communicate your company's value proposition end-to-end, hone in on a single slogan or point and just run with it. As an example, McKain noted how Enterprise Rent-a-Car -- which had to go head-to-head with incumbents like Hertz and Avis -- managed to rise to the top of its market via a creative, yet simple, slogan: "We'll pick you up."
"You don't have to be creative from A-to-Z," he said. "Just pick one simple point."