Ten provocations

Richard Huntington

adliterate.com

Radical thinking for the brand advice business

Opinion is the lifeblood of conversation

In the near future we will recognise that…

1. …it is more important to be interesting than to be right

2. …a real brand idea is the idea behind the brand

3. …coherence is more important than consistency

Advertising may be the new below the line

4. …a brand’s position is more important than its positioning

5. …the most important search engine is in our minds

6. …digital is too important to be left to digital agencies

You can’t talk about it unless you do it

7. …web 2.0 is not a natural habitat for brands

The rules are made by the community not the communicator

You need to sacrifice control for influence

You change more than anyone else

8. …creatives are a media person’s best friends

Planners sell Creatives multiply

9. …the media shall inherit the earth

10. …it is more important to be interesting than to be right

adliterate.com

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by Richard Huntington