Do you want to be any of those things?
Didn’t think so.
I can think of a lot of brands (and people) that would enjoy inhabiting that world. They abhor the idea of unwelcome attention. They’re plugging along, calmly and safely, thinking of all the things that could wrong if they took a misstep, luxuriating in the warmth that is complacency, misguided as it might be.
Problem is, they’re at risk of fading into the background, never to be heard from (or purchased) again.
Brands should want attention, welcome or otherwise. It’s what gets people to notice and be interested, and once you have that, you have the possibility of connection. Once you have connection, you can work your way up to loyalty. And that’s the shizz.
Speaking of connection, a new ad campaign from Benetton is getting a lot of attention, good and bad, for connecting people a little too closely. They‘ve even had to pull one of them.
Benetton has a history of provocative ads that usually have nothing to do with the product, but everything to do with their philosophy of unity. Bing or Google Benetton and look how much press they’re getting. For a fashion brand, buzz is everything, and Benetton will never be vanilla. More like Amarena black cherry swirl.
And ps, those are some sick photoshop skills!
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