Your category is not the number one most important thing in your customer’s life. You’re not the number one brand in your category. You’re way down the ladder. What chance do you have?
Focus your message down to one simple essence, then speak it loud and clear whenever and wherever you can.
It’s not impossible. Take a look at this great video. An entire orchestra of vibraphones, played by a team of glamorous women, some also wielding maracas. What chance does a lowly bass player have?