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”
