WOW !!!!  When creativity stops being creative. Droppingjaws.com understands shock value but what happened to couth. When Al Reis and Jack Trout  wrote  “The only defense a person in our overcommunicated society is an oversimplified mind” droppingjaws.com don’t know if this what they envisioned. Reis and Trout authors of  Positioning: The Battle for Your Mind:  named key examples of  the positioning concept of the oversimplified message. Their theory of “owning a word in the mind”   such as Volvo owns “safety”, BMW owns “driving,” FedEx owns “overnight,” Crest owns “cavities”  now that you get the concept. What word was etched into your mind?  Hmmmm “BALLS” maybe,  does that mean Axe owns “dirty balls” ? Droppingjaws.com wont entertain this too much longer but this is marketing and advertising. “To cut through the traffic jam in the prospect’s mental highway, you must use an oversimplified approach.”  Well guess mission was accomplished  2 thumbs up to Axe