A presentation on a way to find your brand or advertising place in the market. Instead of trying to work out what you stand for and all those boring brand values (helpful, straightforward etc.), work out what you stand against. It's far more fun & will create cut-through & brand engagement

1. Finding A Common Enemy
Thomas Miles, Planning Director, Lavender*
August 2010

2. Perennial Brand Problem:
Getting noticed
Building affinity with customers
Getting them to spend time with you

3. Remember - ‘How to Fall in Love’ preso?
The Importance of talking dislikes

4. We spend a lot of time trying to find
positive values so that we can connect with
people:
helpful, kind, straight-talking, professional
etc.

5. When it’s often far easier & more fun to
find something you don’t like

6. You’ve always got something to talk about
“He never understood me anyway”

7. And a more enthused audience

8. The same applies for Brands

9. 3 Territories
Social Values/Ethos Campaign

10. Social

11. A cause
Long term
Don’t Fake it
Follow-through
Moves you beyond traditional
advertising

12. Values
Consumer Champion
Perennial Challenger
Great at launching into a market
Hard when you become a market leader
(Have a great personality)

13. Ethos

14. Chuck out the Chintz
Don’t be so English

15. Campaigns
And if you really find your tone of voice...

16. There are brands that hate anything nice

17. & other snacks too

18. The Australia Influence?

19. An integral way to reinforce our
own identity
Tough
Informal/Relaxed
Proud

20. Summary:
Finding something to stand against
Cut-through
Helps define you
Gets people engaged

21. Next Week
Authenticity