In this World of communication exaggeration, promotional offers, celebrity endorsements, strategic alliances, limited editions, product placement, huge production budgets, charitable causes, media brainwashing, public relations … there is one way to make your ad stand out, resonate deeply with humanity and build some real brand affinity and that’s by TELLING THE TRUTH!
OK … OK … so truth is relative … however what I mean is when a mass consumer perception of a brand/product isn’t denied or ‘re-configured’ – but acknowledged and embraced – even if on first impressions it could be viewed as being a ‘negative’.
We call this ‘unplanning’ … and it works because we believe it is easier/better to tackle an existing consumer perception – even if negative – head on, rather than spend masses of time and money trying to convince them they are infact wrong.
In essence, it’s all about changing how people view their negative opinions and we have used it very successfully for many brands including Triple J [Enemy Of Average – because it never plays mainstream popular music], Midori [When Did You Become So Old – because it is as the alcoholic drink of choice for people just starting out drinking alcohol], Super Noodles [Gluttony Is Good – because it is tasty, bad food that’s quick, easy and ‘fills an immediate need’ ], Tabasco [Nothing Subtle About It – because it’s used more as ‘a badge of honour’ than a condiment to enhance foods natural flavours], MAC Cosmetics [Luck Doesn’t Fall On The Ugly – because it has been proved society prejudices against less attractive people in all aspects of ‘life’ ] and Egg US [Money Is The Root Of All Happiness – because America is a culture that operates on meritology, even if it ‘pretends’ not to]
So why am I going on about this?
Because while looking for some property to buy in Australia, I came across an ad that really grabbed my attention …
Not because it was cheap.
Not because it had stunning photography.
Not because it’s description had been beautifully constructed.
Infact, it was for none of these reasons – it was because it embraced the reality of the situation and treated me with the respect I deserve. [See Below]
Will I buy it?
Of course not – I am hardly Mr DIY am I? – however because the manner and attitude demonstrated in the ad was so appealing, I contacted the Real Estate Agent and am hopeful they’ll find me something I really want – rather than something they want to sell me and then I will happily hand over a hefty sales commission.
The consumer is cynical because of what brands and agencies have done to them … so the sooner the issue is tackled head-on [rather than continually burying our collective heads in the sand] the better. For everyone.
LAND VALUE … OR BIG CHALLENGE?
25 WATERLOO STREET, ROZELLE
Situated directly next to a petrol station and metres from the almost stationary peak hour traffic of Victoria Road, one could imagine they don’t come much worse than this.
Unoccupied for three years, this home is ‘home’ in name only. An aluminium clad timber cottage that has provided ample shelter for thousands of termites, there is little point in trying to resuscitate any part of the building.
Particularly popular with talentless Graffiti artists.
Holes in the walls provide natural air conditioning.
No kitchen is irrelevant as the Club does great food.
But there are lots of positives, including an incredible opportunity for complete redevelopment. Generous 212 m² block within footsteps of Darling Street.
A rare find for those that relish a formidable challenge.