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Why "Typical" Sucks in Branding
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Why "Typical" Sucks in Branding

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  • 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. WHY “TYPICAL” IS BAD MATH
  • 18. Did ‘typical’ ever forward the progress of anythin USUALLY YOU ADD 2 THINGS AND THEY TOTAL MORE.
  • 19. Did ‘typical’ ever forward the progress of anythin BUT WITH TYPICAL, YOU ADD MORE TYPICAL AND YOU GET LESS.
  • 20. LIKE LESS IMPACT
  • 21. OR LESS INTEREST
  • 22. AND LESS MEANING
  • 23. WITH LESS VITALITY
  • 24. PROBABLY LESSTO INVITATIONS CORPORATE PARTIES
  • 25. AND LESSTHE RESPECT IN MARKETING COMMITTEE
  • 26. OR A NEW NICKNAME LIKE,“LES.”
  • 27. SO NOW WE KNOW WHY “TYPICAL” IS BAD MATH
  • 28. WHICH BRINGS US TO THE BOTTOM
  • 29. Did ‘typical’ ever forward the progress of anythin WHEN IT COMES TO BRANDING,
  • 30. TYPICAL Did ‘typical’ ever forward the progress of anythin ISN’T THE PROBLEM
  • 31. Did ‘typical’ ever forward the progress of anythin ACCEPTING IT AS THE ANSWER IS.
  • 32. Did ‘typical’ ever forward the progress of anythin HELP PUT AN END TO THIS EPIDEMIC visit: www.risingabovethenoise.com