You’ve seen it dozens of times. It’s often a banner in front of a dentist’s office, but it could be a billboard, a web banner or a print ad. “We cater to cowards.” And there are a couple of big problems with it. First, it’s been used to death. So instead of helping a practice establish its own unique brand, it just screams, “Us, too.” Which is no brand at all. Worse, it says that if you’ve had a bad (painful) experience with a dentist, you’re a coward for fearing that it could happen again. In other words, consumer, you’re just a big baby – but don’t worry, we’ll treat you like one. Many businesses have some expression that’s overused and undermining, like the ever-popular “now accepting new patients.” (Because we all long for acceptance.) What’s yours? How can you turn it around and set your company apart?