A market challenge

In the design world the design of a brochure is a constant challenge designers encounter.

How does one offer a client a new and excitingly innovative brochure concept that meets their needs when there are already millions of brochures in existence? How does one make a brochure special?

Its not just the product or its service that makes a brochure effective, but its design, its layout, its presentation that catches peoples eye, and makes them want to keep it around and use it and show it off when needed.