HACK #1Uncomfortable truth
There's something about your brand that divides people. You know what it is. Your instinct is probably to soften it, manage it, hope nobody brings it up. What if you stopped managing it and started owning it?
How to put it to work
Ask your team what they'd never say about the brand in public. That's probably the thing worth owning.
Find the quality your brand keeps softening in briefs. Write the version that leans into it instead of away.
Ask what people love to hate about your brand. The thing that divides opinion is often the thing worth building on.
Marmite, loved and hated in equal measure. Marmite stopped trying to win everyone over and made the divide the entire brand.
HACK #1Uncomfortable truth
There's something about your brand that divides people. You know what it is. Your instinct is probably to soften it, manage it, hope nobody brings it up. What if you stopped managing it and started owning it?
How to put it to work
Ask your team what they'd never say about the brand in public. That's probably the thing worth owning.
Find the quality your brand keeps softening in briefs. Write the version that leans into it instead of away.
Ask what people love to hate about your brand. The thing that divides opinion is often the thing worth building on.
Marmite, loved and hated in equal measure. Marmite stopped trying to win everyone over and made the divide the entire brand.