... just new methods and technologies for expressing (insert marketing/branding idea here).
I challenge any marketer to demonstrate they have come up with a truly NEW IDEA in how to market a product, person, company or concept!
About 20 years ago I came across a sales and marketing training manual dated circa 1917. Darned if that manual didn't emphasize everything I was pouring into my latest marketing campaign – a campaign my company thought was "groundbreaking!". The only difference was the methods and technologies I employed to get potential buyers to sit up and pay attention.
"Marketing" is all about causing people to desire what I am offering. Marketers have been performing this task for thousands of years! We are simply trying to apply tested and true methods within the framework of evolving tools and audience behaviors.
I encourage you to look closely at how your audience receives information, and meld your marketing to their preferences. While there are no new ideas on how to compel an audience to react, there are plenty of new methods and technologies that separate the the winners from the losers.