Published on January 25, 2008
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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Title: Provocations #1 Mega Plans, Author: Sasaki Associates, Name: provocations_1_megaplans, Length: 132 pages, Published: 2013-03-09T00:00:00.000Z.