Conflict And Brands

Will Humphrey – Wannabe Ad Man

http://wannabeadman.blogspot.com

In oversaturated markets, building a strong,

differentiated brand is often very challenging

In fact, it’s as easy as making dogs and cats like

each other

Which is pretty hard

Especially when existing communication tends to be

focused on one area

Especially when existing communication tends to be

focused on one area

However, there are two types of idea which can

solve this

First, a brand idea. It’s like a Big Top – capable of housing

all of the thoughts and behaviour of a brand

Second, an executional idea. It’s like a Fire Eater, tending

to focus on immediate gratification – entertainment

or short term sales

But how’d you get these to stay upright - to be broad minded, yet focused - and

not a waste of money?

You get your brand idea fighting.

The majority of high quality, long lasting brand ideas are dialectics.

What do we mean?

The majority of high quality, long lasting brand ideas are dialectics.

“The process of arriving at the truth by stating a thesis, developing a

contradictory antithesis, and combining and resolving them into a

coherent synthesis”

The majority of high quality, long lasting brand ideas are dialectics.

“The process of arriving at the truth by stating a thesis, developing a

contradictory antithesis, and combining and resolving them into a

coherent synthesis”

Essentially, two seemingly contrary ideas which result in a new way of

thinking about a problem.

Persil

Children being cleanis all important:

You must look after them

Persil

Children being cleanis all important:

You must look after them

Children should be free to play and grow:

Getting mucky is inevitable

Persil

Children being cleanis all important:

You must look after them

Children should be free to play and grow:

Getting mucky is inevitable

Dirt Is Good

Persil

Stella Artois

Stella Artois

People want to be seendrinking high quality beer

Stella Artois

People want to be seendrinking high quality beer

High quality means high cost

Stella Artois

People want to be seendrinking high quality

beerHigh quality means

high cost

ReassuringlyExpensive

Avis

Avis

People value hard workingservice companies that

give their all

Avis

People value hard workingservice companies that

give their all

Non-market leadersaren’t seen as providing

as good service asthe big boys.

Avis

People value hard workingservice companies that

give their all

Non market leaders aren’tas seen providing asgood service as the

big boys

We’re No2 – WeTry Harder

Volkswagen

Volkswagen

A small car is economical, nimble

and cheap

Volkswagen

A small car is economical, nimble

and cheap

Bigger is better – saferand more technological

Volkswagen

A small car is economical, nimble

and cheapBigger is better – saferand more technological

Think Small

There’s always a tension – but the mark of a great

brand idea is that they can co-exist

Great executions focus on one thing, but always have

the brand idea in mind

And I think ideas are best when they put on their

gloves