ten provocations
DESCRIPTION
Presentation for MGOMDTRANSCRIPT
Richard Huntington
adliterate.com
Radical thinking for the brand advice
business
Opinion is the lifeblood of conversation
In the near future we will recognise that…
1.…it is more important to be interesting than
to be right
Opinion is the lifeblood of conversation
2.…a real brand idea is the idea behind the
brand
3.…coherence is more
important than consistency
Advertising may be the new below the line
4.…a brand’s position is more important than its positioning
Opinion is the lifeblood of conversation
5.…the most
important search engine is in our
minds
6.…digital is too
important to be left to digital agencies
You can’t talk about it unless you do it
7.…web 2.0 is not a natural habitat for
brands
The rules are made by the community not
the communicator
You need to sacrifice control for influence
You change more than anyone else
8.…creatives are a
media person’s best friends
Planners sell Creatives multiply
9.…the media shall inherit the earth
10.…it is more important to be interesting than
to be right
Opinion is the lifeblood of conversation
adliterate.com