I think of it like this... The fish have no clue what brand of lure youre throwing.... Sure, some lures have the brand name printed on them, but fish cant read
If i build a crank bait, the fish dont know its not Rapala
If i make a soft plastic craw, the fish dont know its not Berkley
If i build a spinner bait, the fish dont know its not Booyah
But if i build something no one has ever seen before... Well... The fish dont know its JRammit!