Imitation can be commercial suicide.
Word of mouth is the best medium of all.
Creativity is the most practical thing a businessman can employ.
If your advertising goes unnoticed, everything else is academic!
No matter how skillful you are, you can't invent a product advantage that doesn't exist. And if you do, and it's just a gimmick, it's going to fall apart anyway.
You cannot sell a man who isn't listening; word of mouth is the best medium of all; and dullness won't sell your product, but neither will irrelevant brilliance.