We should never dumb down our marketing or avoid new and fresh thinking because we believe we are smarter than our customers. By and large, if we get it, they’ll get it. And if we know our marketing is trite, so will our customers. Yet so many marketing campaigns are overly simplistic or downright condescending. This often results from our fear to be dramatically different than our competitors and end up presenting the same lame communications. The customer knows their hair is falling out, that their toilet bowls are hard to keep clean and the effects of colds and flu. What kind of marketing would we create if we knew that our customers are actually smarter than we are?