Cliches: Avoid them like the plague, sort of

Carefully done, a cliche or two in your advertising can serve two important market functions: 1) They can help consumers quickly understand what class product or service you are offering; and 2) They can actually give your brand distinctive a huge lift.

As Seth Godin notes today:

This was the secret of the golden age of comic books. 90% of every hero was on key, professionally done, easy to understand... which allowed the remarkable parts to stand out.

Via: Seth's Blog: Cliches