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What Is Your Brand Against?

What Is Your Brand Against?

Promotion Minute Blog


Companies understand that to be successful they and their brands need to stand for something. This results in bold and principled declarations to the world: "At Acme Amalgamated, we're committed to X. We believe in Y. We care passionately about Z." Unfortunately, in the end, it all starts to sound like generic ad-speak.

Here's a modest suggestion: If you really want to show the world what you believe in and stand for, how about telling us what you stand against?

Recently, my agency StrawberryFrog launched a new campaign for smart car that was rooted in this kind of oppositional thinking. We understood that the smart car brand stands for some pretty good things: efficiency, economy, reduced environmental footprint. But put way, it sounds rather dull and predictable.

Read the rest of the article from Harvard Business Review...