Ten provocations
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Transcript of Ten provocations
![Page 1: Ten provocations](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d115cb4c9052c5a8b51bb/html5/thumbnails/1.jpg)
Richard Huntington
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Radical thinking for the brand advice
business
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Opinion is the lifeblood of conversation
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In the near future we will recognise that…
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1.…it is more important to be interesting than
to be right
![Page 7: Ten provocations](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d115cb4c9052c5a8b51bb/html5/thumbnails/7.jpg)
Opinion is the lifeblood of conversation
![Page 8: Ten provocations](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d115cb4c9052c5a8b51bb/html5/thumbnails/8.jpg)
2.…a real brand idea is the idea behind the
brand
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3.…coherence is more
important than consistency
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Advertising may be the new below the line
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4.…a brand’s position is more important than its positioning
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Opinion is the lifeblood of conversation
![Page 13: Ten provocations](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d115cb4c9052c5a8b51bb/html5/thumbnails/13.jpg)
5.…the most
important search engine is in our
minds
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6.…digital is too
important to be left to digital agencies
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You can’t talk about it unless you do it
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7.…web 2.0 is not a natural habitat for
brands
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The rules are made by the community not
the communicator
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You need to sacrifice control for influence
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You change more than anyone else
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8.…creatives are a
media person’s best friends
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Planners sell Creatives multiply
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9.…the media shall inherit the earth
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10.…it is more important to be interesting than
to be right
![Page 24: Ten provocations](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d115cb4c9052c5a8b51bb/html5/thumbnails/24.jpg)
Opinion is the lifeblood of conversation
![Page 25: Ten provocations](https://reader034.fdocuments.in/reader034/viewer/2022052410/554d115cb4c9052c5a8b51bb/html5/thumbnails/25.jpg)
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