11. AND FORGET ABOUT THE MEDIA:
from WeNeedSmith.com:
“Biased and slanted coverage by the
media and press are a fundamental part
of the problem with our political system”
81%-16% (all voters)
20. INSURGENT PRINCIPLES
• DO THE DOABLE
• USE CHANGE TO GET CONTROL OF THE
DIALOGUE
• MOVE THE MOVABLE
• GET COMFORTABLE WITH DISCOMFORT
• TAKE WHAT THEY GIVE YOU
• NEVER FIGHT THE BATTLE ON THEIR
BATTLEFIELD
30. INSURGENT PRINCIPLES
• DO THE DOABLE
• USE CHANGE TO GET CONTROL OF THE
DIALOGUE
• MOVE THE MOVABLE
• GET COMFORTABLE WITH DISCOMFORT
31. INSURGENT PRINCIPLES
• DO THE DOABLE
• USE CHANGE TO GET CONTROL OF THE
DIALOGUE
• MOVE THE MOVABLE
• GET COMFORTABLE WITH DISCOMFORT
• TAKE WHAT THEY GIVE YOU
32. “There were two hits in the fight.
I hit him, and he hit the floor.”
-- Muhammad Ali
Editor's Notes
Insurgents hold the cards. Rise of Insurgent Brands
Politics, markets, warfare. Coke/Pepsi … Bud/Miller/Coors … 83% Smith
Choice change customization connection convenience and most of all a sense of control
Diet Coke … Michael Jordan … sore knees … Gay rights
Undecided … celebrity lip-syncing and clean energy … soft support drizzle … HS …. Build the brand … it’s built .. As built as the freaking Mormon Tabernacle …
Heinz-Kraft
191 million smart phones … diet Coke … gay rights … most powerful medium
Resolve … we’re going to win where America lives … how … Steven from lfailure