Differentiation.

Many people have said kind words and provided links to the J train minifesto for which I am most grateful. This coverage has also provided a great reminder of the visual assumptions we all make. I've never understood why but, throughout my life, my five letter surname has been reproduced as Dobb, Dodd or Dobbs among other variants and all these have seen the light in recent days. Moreover, many commenters understandably assumed that it was a manifesto rather than a MINIfesto.

The marketing lesson in all this is that people will see what they expect to see. If you're trying to get them to see something different, then make sure that difference is apparent.