Why "Typical" Sucks in Branding

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.


SURE, SOME PROTESTED WITH “IF IT’S NOT

BROKEN, DON’T FIX IT.” SO THOSE PEOPLE

ENJOYED RAW FOOD AND COLD NIGHTS...


WHAT ABOUTTHE WHEEL? NOT SO TYPICAL.


OR THE DOUGHNUT?


OR THE TELEPHONE?


OR THEHANDSHAKE?

(AFTER ALL, THE WAVE WAS WORKING OUT JUST FINE, WHO

NEEDED SOMETHING NEW?)


WHAT ABOUTOVERNIGHT SHIPPING?


ORUNDERWEAR?

(I CAN HEAR IT NOW:“I KNOW WHERE EVERYTHING IS, WHAT DO I NEED THAT FOR?”)


OR THE IDEA OF IMPORTING THE

CULTURAL OASIS KNOWN AS THE COFFEEHOUSE?


OR PORTABLE MUSIC?


WHEN YOU LOOK AT IT,


HOW MANY OF TODAY’S “TYPICAL”

THINGS


STARTEDOUT AS

NON-TYPICAL IDEAS?


POSSIBLYEVERYTHING

?

WHY “TYPICAL” ISBAD MATH

USUALLY YOU ADD 2 THINGS

AND THEY TOTAL MORE.


BUT WITH TYPICAL,

YOU ADD MORE TYPICAL AND

YOU GET LESS.


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,


TYPICAL ISN’T THE PROBLEM


ACCEPTINGIT AS THE

ANSWER IS.


HELP PUT AN END TO THIS EPIDEMIC

visit:www.risingabovethenoise.com


http://www.risingabovethenoise.com

http://www.risingabovethenoise.com

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Why "Typical" Sucks in Branding