Be outstanding [thought 9]

Brands need to be able to stand out from the crowd. Duh.

But when the stakes are high, consumers have a very short attention span and you are managing a proliferation of channels, it’s all too easy (or to be fair, already quite strenuous) to do the same thing as your competitors or the same thing that you have always done.

Whilst it’s easy for consumers not to be put off by an ‘ok-if-boring’ brand or comms, it’s not really going

to get them loving you.

Example: Peel is a fairly typical cell phone case maker. But when you buy one of their cases great

things happen. Type ‘What Happens When You Order. From Peel’ (or click on the link) into YouTube and see what happens.

We created [NOFILTER] to help brands show their true character in this fantastic new digital world. And we created a book with our point of view in 19 thoughts on how to do just that. This is the ninth one. In the oncoming months we will publish the others one by one.

Please reach out here to ask questions, comment or give us your ideas.