For anyone new here, I’m the founder of Woo Punch, a brand consultancy rooted in evidence-based brand design. I write about the evidence that debunks brand purpose, differentiation, brand love, loyalty marketing, customer personas, color psychology, mission statements, customer engagement, AdTech, and “hustle culture.”

Want to chat about your brand? Schedule a free intro call.

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If you want to stick in buyers’ minds over time and avoid confusion with other brands, you must first research the market to identify which cliches you need to avoid.

I did a quick competitive analysis of the mattress category to see how a new brand could avoid looking like everyone else.

Brand Design Cliches to Avoid.

Advertising Cliches to Avoid.

1. Ads promoting bullshit science.

2. Ads featuring mattresses that somehow make the world a better place.

3. Bed jumping.

4. Bed jumping + mattresses that make the world a better place.

5. Bonus: An ad promoting bullshit science for dogs.

The good news is, if you own a mattress company, it’s pretty easy to stand out!

Let’s chat: austin@woopunch.com