This document discusses how negativity and conflict are often more motivating and engaging than positivity. It notes that people have always enjoyed negative behaviors online like bragging, gossiping, and copying others. Negativity is timeless and drives storytelling. Some of the most popular songs, movies, and TV shows involve conflict. It suggests brands should not be afraid to explore negative messaging and emotions sometimes, as examples show negative ads can be more successful. The document advocates finding your own voice rather than copying others and asserts brands do not need to be friends but should provide value.

1. POSITIVITY SUCKS

2. (LET’S NOT BE SO NEGATIVE
ABOUT NEGATIVITY)

3. THE WAY BRANDS SPEAK
vs
THE WAY PEOPLE ACT

4. RULE 1:
TECHNOLOGY CHANGES.
PEOPLE DON’T.

5. PEOPLE HAVE ALWAYS
ENJOYED SOCIALISING

6. FLIRTING

7. NETWORKING

8. SHOWING
PHOTOS

9. ENJOYING
MUSIC
TOGETHER

10. AND
THAT’S
REALLY
ALL
THEY DO
ONLINE

11. BUT THEY HAVE
ALSO ALWAYS ENJOYED...

12. BRAGGING

13. LYING

14. MAKING
THEMSELVES
LOOK
POPULAR

15. GOSSIPING

16. TRYING
TO GET LAID

17. COPYING
MUSIC

18. AND
THAT’S
ALSO
WHAT
THEY DO
ONLINE

19. NEGATIVE IMPULSES
ARE MORE MOTIVATING
LET’S COMPARE...

20. •Chastity
SEVEN •Temperance
VIRTUES •Charity
• Diligence
•Patience
•Kindness
•Humility

21. •Lust
SEVEN •Gluttony
DEADLY •Greed
SINS • Sloth
•Wrath
•Envy
•Pride

22. CHASTITY

23. LUST

24. NEGATIVE IMPULSES
LEAD MEN TO...

25. CHALLENGE CONVENTION

26. RAISE ARMIES

27. BUY BMW

28. WE ALL SUFFER FROM
NEGATIVE BIAS

29. WE ALL EXPERIENCE
LOSS AVERSION

30. BAD IS
STRONGER
THAN GOOD
JONATHAN LEHRER,
WIRED

31. RULE 2:
NEGATIVITY IS
ENGAGING, UNIVERSAL
& TIMELESS

32. EVERYONE IS BANGING ON
ABOUT STORYTELLING:
GOOD STORIES
HAVE CONFLICT

33. THE PLAYS OF
SHAKESPEARE

34. THE BIGGEST
BOX OFFICE MOVIES

35. THE
BEST-SELLING
ARTISTS

36. I CAN’T GET NO
SATISFACTION

37. HEARTBREAK HOTEL
ARE YOU LONESOME TONIGHT?
SUSPICION
SHE’S NOT YOU
SUSPICIOUS MINDS

38. PRETTY MUCH
EVERYTHING
BY ABBA

39. THE MOST PLAYED
SONG OF
THE 20th CENTURY

40. THE MOST WATCHED SHOW
WORLDWIDE THIS YEAR

41. PEOPLE DON’T
REMEMBER
WHERE THEY WERE
WHEN CHARLES & DI
GOT ENGAGED...

42. BUT THEY
REMEMBER
WHERE THEY
WERE FOR THIS...

43. AND WHEN
MICHAEL JACKSON DIED

45. MOST NEWS IS
ACTUALLY
‘BAD NEWS’

46. JOKES
USUALLY AT THE
EXPENSE OF OTHERS

47. GOSSIP
ALWAYS AT THE
EXPENSE OF OTHERS

48. 3 FACTORS IN THE SUCCESS OF VHS:
VIOLENCE
HORROR
SEX

49. 3 FACTORS IN MOST
TECHNOLOGICAL ADVANCE:

50. GAMBLING

51. PORN

52. WAR

53. WHAT DOES
THIS MEAN
FOR
(ONLINE)
MARKETING?

54. THIS IS HOW MOST
ADVERTISING
SEES THE WORLD:

58. THIS IS REALITY

59. UPLOAD?
NOT LIKELY ;-)

60. I DON’T
NEED A
BRAND
TO
FILTER
MY
CONTENT

61. $30,000,000

62. SOCIAL MEDIA IS
AN OPPORTUNITY?

63. SOCIAL MEDIA IS
MORE OF A THREAT
THAN AN OPPORTUNITY

64. 16% POST FOR
REVENGE

67. CAN NEGATIVITY
BE POSITIVE?

73. OUR EXPERIENCE:

74. TRADITIONAL
FEMININE
HYGIENE ADS

75. AN ALTERNATIVE
POINT OF VIEW
FOR LACTACYD

76. YOUR VAGINA
IS VULNERABLE!

77. 1,000,000 HITS IN
FIRST WEEK

78. SALES UP +34%

79. THERE’S
NO POINT
THINKING
‘WHAT WOULD
GOOGLE DO?’
YOU’RE NOT
GOOGLE!

80. IT’S A BIT LIKE:
Q. HOW WOULD
GEORGE CLOONEY
SEDUCE A
BEAUTIFUL WOMAN?
A. HELLO, I’M
GEORGE CLOONEY.

81. GOOGLE SAYS
DON’T BE EVIL

82. DON’T BE EVIL

83. BRANDS SHOULD
NOT BE AFRAID TO
EXPLORE THE
NEGATIVE.
MAYBE. SOMETIMES.

84. FIND YOUR VOICE
NOT SOMEONE ELSE’S
- SETH GODIN

85. SOME EXAMPLES:

86. DEAR SEYOAN,
WE NOTICED YOU
RECENTLY BOUGHT
AN SLR CAMERA.
WHY NOT SELL IT
TO COLIN AND BUY
THIS ONE- ITS MUCH
BETTER, AND WE’LL
GIVE YOU 20% OFF
YOURS,
OLYMPUS

87. A BMW FAN COULD START:
ILOVEMYBMW.COM

88. BUT THIS
WOULD BE MORE FUN:
AUDIPROBLEMS.COM

89. BMW COULD THEN
SELL IT TO MERC...

90. ITS NOT SO CRAZY.
IT’S ALREADY HAPPENED...

91. RULE 3:
YOUR BRAND DOESN’T
NEED TO BE MY FRIEND
- ALAN WOLK

92. I DON’T BUY FROM FRIENDS
- SEYOAN VELA

93. THANKS FOR
WATCHING!
COLIN & SEYOAN