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It's Not What Your Brand Is For, But What It's Against

StrawberryFrog's Scott Goodson argues that thinking about brand identity less in terms of what it embraces and more in terms of what it rebels against may create fresh ideas. He says his agency's work on a smart car headed toward the tried and true -- and mundane -- set of platitudes about all the wonderful things a smart car represents. But, he says, "By defining instead what smart is against -- over-consumption, excess, thoughtless behavior -- we began to craft a statement with more of an edge."

Read the whole story at Harvard Business Review »

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