Brands and, more specifically, marketers LOVE TO TALK. They love it. They love to talk about unique points of differentiation. They love to talk about product benefits. They love to wax poetic about why they're so special, throwing out words like "incomparable," "unparalleled" and "leading edge" to make their point. And after that? It's a laundry list of features crammed into every brand communication, smacking Customers right in the face from the very first impression. And guess what? It's. Not. Working.