The document discusses why some brands try to appear "nice" through sustainability initiatives rather than embracing being an "asshole" brand. It argues that "sexy" brands seeking passion and creativity do not need to appear nice to differentiate, and that people are actually more attracted to "assholes". The document suggests brands should not be afraid to be assholes and increase their sex appeal, as asshole brands will find an audience just as people are attracted to assholes in their personal lives.

1. Asshole Brands
Notes to myself #4

2. Just asking:
Why do brands want to be “nice”?

3. Why all those sustainability matters, green
words, social programs, youth development
projects, briefly “doing good”?

4. Apparently, low involvement (boring) categories
need to create brand appeal by being “nice” to
differentiate on shelf through similar products.

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. 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. 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. 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. Which one is your favourite?

10. Popularity
Passion/
Indulgence
Devotion/
Care
Dulls
Assholes Trusties
Religions
Where asshole brands stand on the sex appeal map

11. So don’t be afraid…
your brand to be called an asshole;
at least for me, it’s a big
compliment.

12. A literally asshole from Thailand