Unique.
A repeatable experience is wonderful in terms of cost, and in terms of scalability, but it’s not always worth remarking on. The second time an idea is done, it needs to be, at the least, more extravagant than the first time. Beyond that, it also needs to disassociate itself from the ideas of the past. You are already competing against an unknowable amount of messages and ideas for attention - don’t force yourself to compete against an earlier version of the same message or idea.
