Why "Typical" Sucks in Branding

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DBD International, Ltd.

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WHY “TYPICAL”
SUCKS
A PLEA FOR BRANDING
THAT MAKES SENSE

Did ‘typical’ ever forward the progress of anythin

DID “TYPICAL”
EVER FORWARD
THE PROGRESS OF
ANYTHING?

Did ‘typical’ ever forward the progress of anythin

LIKE FIRE. THAT
WASN’T TYPICAL,
BUT IT MADE
THINGS BETTER.

Did ‘typical’ ever forward the progress of anythin

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 anythin

WHAT ABOUT
THE WHEEL?
NOT SO TYPICAL.

Did ‘typical’ ever forward the progress of anythin

OR THE
DOUGHNUT?

Did ‘typical’ ever forward the progress of anythin

OR THE
TELEPHONE?

Did ‘typical’ ever forward the progress of anythin

OR THE
HANDSHAKE?
(AFTER ALL, THE WAVE WAS
WORKING OUT JUST FINE, WHO
NEEDED SOMETHING NEW?)

Did ‘typical’ ever forward the progress of anythin

WHAT ABOUT
OVERNIGHT
SHIPPING?

Did ‘typical’ ever forward the progress of anythin

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

Did ‘typical’ ever forward the progress of anythin

OR THE IDEA OF
IMPORTING THE
CULTURAL OASIS
KNOWN AS THE
COFFEEHOUSE?

Did ‘typical’ ever forward the progress of anythin

OR PORTABLE
MUSIC?

Did ‘typical’ ever forward the progress of anythin

WHEN YOU
LOOK AT IT,

Did ‘typical’ ever forward the progress of anythin

HOW MANY
OF TODAY’S
“TYPICAL”
THINGS

Did ‘typical’ ever forward the progress of anythin

STARTED
OUT AS
NON-TYPICAL
IDEAS?

Did ‘typical’ ever forward the progress of anythin

USUALLY YOU
ADD 2 THINGS
AND THEY
TOTAL MORE.

Did ‘typical’ ever forward the progress of anythin

BUT WITH
TYPICAL,
YOU ADD MORE
TYPICAL AND
YOU GET LESS.

PROBABLY
LESSTO
INVITATIONS
CORPORATE PARTIES

AND
LESSTHE
RESPECT IN
MARKETING COMMITTEE

SO NOW WE KNOW
WHY “TYPICAL” IS
BAD MATH

Did ‘typical’ ever forward the progress of anythin

WHEN IT
COMES TO
BRANDING,

TYPICAL
Did ‘typical’ ever forward the progress of anythin

ISN’T THE
PROBLEM

Did ‘typical’ ever forward the progress of anythin

ACCEPTING
IT AS THE
ANSWER IS.

Did ‘typical’ ever forward the progress of anythin

HELP PUT AN END
TO THIS EPIDEMIC
visit:
www.risingabovethenoise.com

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Why "Typical" Sucks in Branding

1. WHY “TYPICAL” SUCKS A PLEA FOR BRANDING THAT MAKES SENSE

2. Did ‘typical’ ever forward the progress of anythin DID “TYPICAL” EVER FORWARD THE PROGRESS OF ANYTHING?

3. Did ‘typical’ ever forward the progress of anythin LIKE FIRE. THAT WASN’T TYPICAL, BUT IT MADE THINGS BETTER.

4. Did ‘typical’ ever forward the progress of anythin SURE, SOME PROTESTED WITH “IF IT’S NOT BROKEN, DON’T FIX IT.” SO THOSE PEOPLE ENJOYED RAW FOOD AND COLD NIGHTS...

5. Did ‘typical’ ever forward the progress of anythin WHAT ABOUT THE WHEEL? NOT SO TYPICAL.

6. Did ‘typical’ ever forward the progress of anythin OR THE DOUGHNUT?

7. Did ‘typical’ ever forward the progress of anythin OR THE TELEPHONE?

8. Did ‘typical’ ever forward the progress of anythin OR THE HANDSHAKE? (AFTER ALL, THE WAVE WAS WORKING OUT JUST FINE, WHO NEEDED SOMETHING NEW?)

9. Did ‘typical’ ever forward the progress of anythin WHAT ABOUT OVERNIGHT SHIPPING?

10. Did ‘typical’ ever forward the progress of anythin OR UNDERWEAR? (I CAN HEAR IT NOW: “I KNOW WHERE EVERYTHING IS, WHAT DO I NEED THAT FOR?”)

11. Did ‘typical’ ever forward the progress of anythin OR THE IDEA OF IMPORTING THE CULTURAL OASIS KNOWN AS THE COFFEEHOUSE?

12. Did ‘typical’ ever forward the progress of anythin OR PORTABLE MUSIC?

13. Did ‘typical’ ever forward the progress of anythin WHEN YOU LOOK AT IT,

14. Did ‘typical’ ever forward the progress of anythin HOW MANY OF TODAY’S “TYPICAL” THINGS

15. Did ‘typical’ ever forward the progress of anythin STARTED OUT AS NON-TYPICAL IDEAS?

16. POSSIBLY EVERYTHING ?

17.

18. WHY “TYPICAL” IS BAD MATH

19. Did ‘typical’ ever forward the progress of anythin USUALLY YOU ADD 2 THINGS AND THEY TOTAL MORE.

20. Did ‘typical’ ever forward the progress of anythin BUT WITH TYPICAL, YOU ADD MORE TYPICAL AND YOU GET LESS.

21. LIKE LESS IMPACT

22. OR LESS INTEREST

23. AND LESS MEANING

24. WITH LESS VITALITY

25. PROBABLY LESSTO INVITATIONS CORPORATE PARTIES

26. AND LESSTHE RESPECT IN MARKETING COMMITTEE

27. OR A NEW NICKNAME LIKE,“LES.”

28. SO NOW WE KNOW WHY “TYPICAL” IS BAD MATH

29. WHICH BRINGS US TO THE BOTTOM

30. Did ‘typical’ ever forward the progress of anythin WHEN IT COMES TO BRANDING,

31. TYPICAL Did ‘typical’ ever forward the progress of anythin ISN’T THE PROBLEM

32. Did ‘typical’ ever forward the progress of anythin ACCEPTING IT AS THE ANSWER IS.

33. Did ‘typical’ ever forward the progress of anythin HELP PUT AN END TO THIS EPIDEMIC visit: www.risingabovethenoise.com

Why "Typical" Sucks in Branding

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Why "Typical" Sucks in Branding