Cliche The rabbit in the hat. We can achieve the unbelievable. The success of magic tricks depends on subterfuge and deception. If you align your business brand with those dark arts then potential customers might just disappear in a puff of smoke.
Cliche #41: The chequered flag. Be a winner. Winners don’t use clichés. That’s because leading business brands work hard to protect their point of difference and stay in touch with their markets. The better you understand yourself and your audience the less likely you are to need a weak, generic message like this one.
Cliche #27: The running businessman. Fitter for business. The first time the lightbulb was used to express ‘an idea’ it was brilliant. That’s why it became a cliché. But this business-sport Frankensteinian combo was bad from birth. It’s so unappealing that it really is a marvel how it came to be so overused. But here it is in all its unwholesome clichéd glory - light the torches, fetch the pitchforks!
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Cliche The eagle. Touch the sky. My primary school teacher used to say this when we were doing stretch warm ups. One seven year old shocked her when, hands on hips, he said, “Oh don’t be so silly.” In all fairness, I think he had a point.
Cliche The Champagne. You'll be celebrating. The only real cause for celebration here would be the final demise of dated communication like this. Get yourself an original idea and then crack open the Champagne.
Cliche The old book. We wrote the book on. An authority on any subject should have something more interesting to say than ‘we’re the authority’. Demonstrate the fact with solutions to current problems created by the issues of the day.