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Creative Philosophy
Our creative philosophy is a little different, and that’s probably because we are a little different
(in a good way, not a “you need a restraining order” way).
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We call it CONTRARIAN thinking.
The word “contrarian” is defined as:
Taking the opposing view; rejecting the majority opinion
We’ve developed this philosophy over time because so much marketing and advertising today is overlooked or quickly forgotten. The number of advertisements and commercial messages people see every day is estimated at 2,382,968. OK, that might be a slight exaggeration, but probably not that much.
The CONTRARIAN philosophy starts by asking “What’s the opposite of what the competition is doing?”
Sometimes the “opposite” is a great position for the business to take within their industry.
Other times the “opposite” is the starting point for exploring differentiators. The contrarian process gets our clients thinking in new ways and helps us gain a better understanding of their business.
Al Ries, a best-selling author and marketing guru, makes the case for contrarian thinking in a short article titled “The Marketing Importance of Being Opposite.” Published a few years ago, the companies he cites are excellent examples of how our thought process can benefit business.
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