Before you make your next move with your business comms. Check your briefs.
When I’m being an Associate Brand Director chap, I get the businesses I work with noticed, remembered and chosen. In that order.
With the ‘noticed’ bit, I want the business to appear different. Or daring. Or jarring. Or driven by unique change. Or waydagoddamnminute. That’s the brief.
And sometimes, there’s resistance. A funny thing happens though, when we write down the opposite of what I’m suggesting.
Because the opposite of different. Or daring. Or jarring. Or driven by unique change. Or waydagoddamnminute. Is samey. Boring. Blend-in. Unadventurous. And meh. That’s a different brief altogether.
If the brief’s boring. The works boring. If the works boring, you don’t get noticed. And if you don’t get noticed, the remembered and chosen bit can’t happen either.
So before you make your next move with your business comms. Check your briefs.