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.”
 ...
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 FI...
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 EVERYTHI...
Did ‘typical’ ever forward the progress of anythin




 OR THE IDEA OF
 IMPORTING THE
CULTURAL OASIS
 KNOWN AS THE
 COFFEE...
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?
POSSIBLY
EVERYTHING
    ?
WHY “TYPICAL” IS
BAD MATH
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.
LIKE
 LESS
IMPACT
OR
  LESS
INTEREST
AND
 LESS
MEANING
WITH
  LESS
VITALITY
PROBABLY
    LESSTO
  INVITATIONS
CORPORATE PARTIES
AND
    LESSTHE
  RESPECT IN
MARKETING COMMITTEE
OR A NEW
NICKNAME
LIKE,“LES.”
SO NOW WE KNOW
WHY “TYPICAL” IS
BAD MATH
WHICH BRINGS
 US TO THE
BOTTOM
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.risingabove...
Why "Typical" Sucks in Branding
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Why "Typical" Sucks in Branding

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Why "Typical" Sucks in Branding

  1. 1. WHY “TYPICAL” SUCKS A PLEA FOR BRANDING THAT MAKES SENSE
  2. 2. Did ‘typical’ ever forward the progress of anythin DID “TYPICAL” EVER FORWARD THE PROGRESS OF ANYTHING?
  3. 3. Did ‘typical’ ever forward the progress of anythin LIKE FIRE. THAT WASN’T TYPICAL, BUT IT MADE THINGS BETTER.
  4. 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. 5. Did ‘typical’ ever forward the progress of anythin WHAT ABOUT THE WHEEL? NOT SO TYPICAL.
  6. 6. Did ‘typical’ ever forward the progress of anythin OR THE DOUGHNUT?
  7. 7. Did ‘typical’ ever forward the progress of anythin OR THE TELEPHONE?
  8. 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. 9. Did ‘typical’ ever forward the progress of anythin WHAT ABOUT OVERNIGHT SHIPPING?
  10. 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. 11. Did ‘typical’ ever forward the progress of anythin OR THE IDEA OF IMPORTING THE CULTURAL OASIS KNOWN AS THE COFFEEHOUSE?
  12. 12. Did ‘typical’ ever forward the progress of anythin OR PORTABLE MUSIC?
  13. 13. Did ‘typical’ ever forward the progress of anythin WHEN YOU LOOK AT IT,
  14. 14. Did ‘typical’ ever forward the progress of anythin HOW MANY OF TODAY’S “TYPICAL” THINGS
  15. 15. Did ‘typical’ ever forward the progress of anythin STARTED OUT AS NON-TYPICAL IDEAS?
  16. 16. POSSIBLY EVERYTHING ?
  17. 17. WHY “TYPICAL” IS BAD MATH
  18. 18. Did ‘typical’ ever forward the progress of anythin USUALLY YOU ADD 2 THINGS AND THEY TOTAL MORE.
  19. 19. Did ‘typical’ ever forward the progress of anythin BUT WITH TYPICAL, YOU ADD MORE TYPICAL AND YOU GET LESS.
  20. 20. LIKE LESS IMPACT
  21. 21. OR LESS INTEREST
  22. 22. AND LESS MEANING
  23. 23. WITH LESS VITALITY
  24. 24. PROBABLY LESSTO INVITATIONS CORPORATE PARTIES
  25. 25. AND LESSTHE RESPECT IN MARKETING COMMITTEE
  26. 26. OR A NEW NICKNAME LIKE,“LES.”
  27. 27. SO NOW WE KNOW WHY “TYPICAL” IS BAD MATH
  28. 28. WHICH BRINGS US TO THE BOTTOM
  29. 29. Did ‘typical’ ever forward the progress of anythin WHEN IT COMES TO BRANDING,
  30. 30. TYPICAL Did ‘typical’ ever forward the progress of anythin ISN’T THE PROBLEM
  31. 31. Did ‘typical’ ever forward the progress of anythin ACCEPTING IT AS THE ANSWER IS.
  32. 32. Did ‘typical’ ever forward the progress of anythin HELP PUT AN END TO THIS EPIDEMIC visit: www.risingabovethenoise.com
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