why "typical" sucks in branding
Post on 21-Oct-2014
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WHY “TYPICAL”
SUCKSA PLEA FOR BRANDING
THAT MAKES SENSE
DID “TYPICAL”EVER FORWARD
THE PROGRESS OFANYTHING?
Did ‘typical’ ever forward the progress of anything?
LIKE FIRE. THAT WASN’T TYPICAL,
BUT IT MADE THINGS BETTER.
Did ‘typical’ ever forward the progress of anything?
SURE, SOME PROTESTED WITH “IF IT’S NOT
BROKEN, DON’T FIX IT.” SO THOSE PEOPLE
ENJOYED RAW FOOD AND COLD NIGHTS...
Did ‘typical’ ever forward the progress of anything?
WHAT ABOUTTHE WHEEL? NOT SO TYPICAL.
Did ‘typical’ ever forward the progress of anything?
OR THE DOUGHNUT?
Did ‘typical’ ever forward the progress of anything?
OR THE TELEPHONE?
Did ‘typical’ ever forward the progress of anything?
OR THEHANDSHAKE?
(AFTER ALL, THE WAVE WAS WORKING OUT JUST FINE, WHO
NEEDED SOMETHING NEW?)
Did ‘typical’ ever forward the progress of anything?
WHAT ABOUTOVERNIGHT SHIPPING?
Did ‘typical’ ever forward the progress of anything?
ORUNDERWEAR?
(I CAN HEAR IT NOW:“I KNOW WHERE EVERYTHING IS, WHAT DO I NEED THAT FOR?”)
Did ‘typical’ ever forward the progress of anything?
OR THE IDEA OF IMPORTING THE
CULTURAL OASIS KNOWN AS THE COFFEEHOUSE?
Did ‘typical’ ever forward the progress of anything?
OR PORTABLE MUSIC?
Did ‘typical’ ever forward the progress of anything?
WHEN YOU LOOK AT IT,
Did ‘typical’ ever forward the progress of anything?
HOW MANY OF TODAY’S “TYPICAL”
THINGS
Did ‘typical’ ever forward the progress of anything?
STARTEDOUT AS
NON-TYPICAL IDEAS?
Did ‘typical’ ever forward the progress of anything?
POSSIBLYEVERYTHING
?
WHY “TYPICAL” ISBAD MATH
USUALLY YOU ADD 2 THINGS
AND THEY TOTAL MORE.
Did ‘typical’ ever forward the progress of anything?
BUT WITH TYPICAL,
YOU ADD MORE TYPICAL AND
YOU GET LESS.
Did ‘typical’ ever forward the progress of anything?
LIKELESS
IMPACT
ORLESS
INTEREST
ANDLESS
MEANING
WITHLESS
VITALITY
PROBABLYLESS
INVITATIONS TO CORPORATE PARTIES
ANDLESS
RESPECT IN THE MARKETING COMMITTEE
OR A NEWNICKNAME LIKE, “LES.”
SO NOW WE KNOWWHY “TYPICAL” ISBAD MATH
WHICH BRINGSUS TO THE
BOTTOMLINE
WHEN IT COMES TO
BRANDING,
Did ‘typical’ ever forward the progress of anything?
TYPICAL ISN’T THE PROBLEM
Did ‘typical’ ever forward the progress of anything?
ACCEPTINGIT AS THE
ANSWER IS.
Did ‘typical’ ever forward the progress of anything?
HELP PUT AN END TO THIS EPIDEMIC
visit:www.risingabovethenoise.com
Did ‘typical’ ever forward the progress of anything?