Choose Your Fighter
Every brand – even a drug prevention PSA – has something it is fighting. Every brand has a unique fighting style. And these fighting styles evolve over time, as culture changes, and as your opposition adapts.
Beyond how being a fighting brand helps us remain competitive, it also does something else that’s crucial for any brand trying to battle mediocrity, and defeat indifference – the buffest of enemies.
A fight attracts attention. We are attracted to conflict. We can’t help ourselves – and like all spectacles, it’s hard to look away. We all want a chance to see David beating Goliath. And if you pick the right fight, and a fighting style that’s right for you and your audience, you might be able to get people to actually pay attention, and maybe even attract a crowd.
SVP Brand Marketing at Truth Initiative