Copy We Like: And Step on It!

We do our fair share of grousing about awkward, lifeless, grammatically challenged, flat-out incoherent and otherwise ineffective text in the world of commerce. But even we sticklers are occasionally disarmed by inventive marketing and branding language — particularly when it's not "necessary," i.e. you've already bought the product and the copy in question is just gravy.

The puckish prose below (packaged with our new doormat, which reads simply, "Hi, I'm Mat.") rewards the customer with a flight of fancy. It makes us like the company as well as the product and increases the likelihood that we'll buy from them again. In our book, that's good branding.

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