Asshole Brands

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Asshole Brands

  1. 1. Asshole Brands Notes to myself #4
  2. 2. Just asking: Why do brands want to be “nice”?
  3. 3. Why all those sustainability matters, green words, social programs, youth development projects, briefly “doing good”?
  4. 4. Apparently, low involvement (boring) categories need to create brand appeal by being “nice” to differentiate on shelf through similar products.
  5. 5. But “sexy” brands that have to proceed via feelings such as passion, inspiration, creativity; are they really in need of gaining such sympathy?
  6. 6. I guess, no! Their charm doesn’t arise from what they do for the society. And doing something good shall not raise their brand images in the way they’ve gained public recognition, either.
  7. 7. Give your brand a chance to be an asshole! If “being nice” is not an option for your brand, then increase the doze of sex appeal; go straight and create a real asshole! You are going to find receivers willing to get your message.
  8. 8. Girls go for assholes! Just look behind the instinctive behaviours of human being, you will see how “assholes” are desired. Not only women do that. Men also look for those type friends to make their lives more interesting. It’s obvious that we like “nice” people/brands, but we are in love with “assholes”
  9. 9. Which one is your favourite?
  10. 10. Popularity Passion/ Indulgence Devotion/ Care Dulls Assholes Trusties Religions Where asshole brands stand on the sex appeal map
  11. 11. So don’t be afraid… your brand to be called an asshole; at least for me, it’s a big compliment.
  12. 12. A literally asshole from Thailand

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