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 clean is all important: You must look after them Persil

Children being clean is all important: You must look after them Children should be free to play and grow: Getting mucky is inevitable Persil

Children being clean is 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 seen drinking high quality beer

Stella Artois People want to be seen drinking high quality beer High quality means high cost

Stella Artois People want to be seen drinking high quality beer High quality means high cost Reassuringly Expensive

Avis

Avis People value hard working service companies that give their all

Avis People value hard working service companies that give their all Non-market leaders aren’t seen as providing as good service as the big boys.

Avis People value hard working service companies that give their all Non market leaders aren’t as seen providing as good service as the big boys We’re No2 – We Try Harder

Volkswagen

Volkswagen A small car is economical, nimble and cheap

Volkswagen A small car is economical, nimble and cheap Bigger is better – safer and more technological

Volkswagen A small car is economical, nimble and cheap Bigger is better – safer and 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