[SEPT 30]

• Campaigns aren’t meant to be intuitive. They are supposed to have basis.

• Fields of conversation

  • Downloading - talking nice

  • Debate

  • Dialogue

  • Collective creativity - BLK 513 and Klean Kanteen for their #seachangingcups campaign

• Prompt question: what would happen if more brands engaged in dialogue or collective creativity?

  • more emotional brand loyalty

• To deepen the conversations, we would also need to deepen the listening

• Building from the future

  • Thinking from the future

  • Imagining how ti feels and shifting into that person

  • “If you were already [desired future aspiration], how would you act?” applied to big brands

STRATEGIES

• flanking strategy - attack where competitor is weak

  • ex. Gilette vs DollarShaveClub - u dont need expensive shaves bc the money goes to xx, “why spend so much for the same product when they work the same?”

    • subscription model

  • can apply to many levels, like downloading, factual, empathic, generative

• Reversal strategy

  • example- frida kahlo: embraced her “Flaw”, dove on hyperpigmentation

• blue ocean strategy

  • circus but turned into artistry + theater

• social mission strategy

• lifestyle branding strategy

  • ex. GAP selling identity—they were seeling membership and political ideology, democratic af

• co-opetition strategy - collaborating with competitors to grow category

  • more prevalent in fashion

• catgeory creation/differentiation

  • building an entirely new ocean

  • ex. lululemon, starbucks, apple iphone