A series of brand provocations

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Information about A series of brand provocations

Published on January 25, 2008

Author: adliterate

Source: slideshare.net


Another cut of some familiar themes of mine

A series of brand provocations

Conversations build brands not communications

“ Ideas that spread win” Seth Godin


Product performance is paramount


Authenticity Authenticity Authenticity



The market for ideas is infinite


It is vital to be interesting it is merely important to be right

Every great dialogue starts with a great monologue

People are more interested in your position than your positioning

Opinion is the lifeblood of all conversation

A genuine brand idea is the idea behind the brand



The best brand ideas are too big for advertising



Coherence is more important than consistency



Advertising has to be instrumental not just ornamental

All advertising should be tactical

It is one thing to be respected it is quite another to be loved

Hugh MacLeod We humans want to believe in our own species. And we want people, companies and products in our lives that make it easier to do so. That is human nature. Product benefit doesn’t excite us. Belief in human potential excites us. Think less about what your product does, and think more about human potential. What statement about humanity does your product make? The bigger the statement, the bigger the idea, the bigger your brand will become.

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