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August 11th, 2010

Not your typical blah blah.

Blah Blah Brand Truth #21: Telling consumers “we’re not your typical company” makes you sound like your typical company.

Google the words “not your typical bank” and what pops up? A slew of your typical banks drowning in a sea of your typical marketing strategies that set off your typical consumers’ B.S. radar.

So, how do you rise above it?

Show. Don’t tell.

Show consumers what makes your brand different and “atypical,” don’t tell them. Like Apple has done for years. Or on a much smaller scale, this regional campaign for the zoo. Work that could’ve just said, “We’re not your typical zoo,” instead of trying to demonstrate it in a simple, sticky way.

Why tell people you’re a green company? Why not just prove it by building huge busses that can reduce pollution and congestion by, umm, driving over cars?! (Wait, what?)

So, why are we telling you all of these wonderful insights?

To prove we’re not your typical ad agency. (Of course, we would never tell you that, right?)