They Told Us It Was Boring…


We were all taught that old-fashioned typefaces were “boring.” These experts have offered this advice as clients, designers, and even instructors. Well, it turns out they were wrong. Even with a number of rather sophisticated brands all ignoring the foregoing advice the evidence is in, each brand has to stand on its own merit.

That’s what is wrong with always using good old Arial, or Helvetica, or dare I say it, Times New Roman.

All of these fonts have been used so often by so many that our lizard brains have turned them off because they don’t pass that one test that is so important. And that is, is it different and does it provide me with anything that is fresh and new? No? Then I’m clicking on because I’ve got stuff to do.

That’s the real story behind getting your strategy into the marketplace with the impact and business results you are looking for. Surprise! It’s all about finding your true north: the thing that makes your brand uniquely yours that brings your customers something they can’t get anywhere else.

Maybe it’s the best price, or the best quality, or the most innovation on the planet. Whatever “it” is, you also need to pay attention to how you present it. And be very sure that isn’t the way everyone else in your market is doing it!
Tom Wants To Hear Your Branding Issues:
Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on Twitter for branding and social media tips, as well as the latest trends. Tom also welcomes e-mails, new LinkedIn connections, calls to (407) 330-7708 or visit How can he help solve your branding issues?

Note: If you are a printing company or product/services company serving the print-media market, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.

Tom Marin is the president of MarketCues, a national consulting firm. Tom serves as a senior advisor and change-management consultant with 35 years of experience. He has worked for some of the world’s largest corporations, as well as middle-market firms. Tom's focus is to plan and drive strategy shifts and strategic growth programs in the printing industry and a diverse range of market areas.
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