Every brand wants to have staying power—but every new brand also wants to hit the ground running, and fast. Because we live in a culture of infinite scrolling and instant gratification, lots of companies feel the need to focus their business strategies on breaking the mold right out the gate. As Silicon Valley pundits have long chanted, “disrupt or die.”

But let’s face it, we also live in a culture of finite attention. People have only so much time in the day, and only need so much stuff in their lives. With so many brands making so much noise, it can be hard to break through and establish a meaningful presence in the market.

I’m here to argue that branding for differentiation or hype is one of the most significant factors standing in the way of long-term, successful branding today. The truth is, to build strong, lasting, engaging relationships with consumers, brands need to do more of the right thing—and less of everything else.