Make Marketing Transcendant.
Thanks to Lauren's art direction, I recently found myself amazed by the scale of the gallery that is Dia Beacon and being able to have huge rooms all to myself. I didn't understand a lot of it, but the comment of one of the artists Michael Heizer seemed to apply to the whole experience and many forms of business communication and interaction as well.
"It is interesting to build a sculpture that attempts to create an atmosphere of awe....if people feel commitment, they feel something has been transcended."
Transcendence is a great marketing goal. Hard for your competition to achieve and utterly memorable.