Taking a Stand and Fighting the Good Fight!
We believe that a brand has got to take a stand. It has to stand for something, and be something for people to believe in it. If a brand takes the middle road and tries to please everyone, it engenders ambivalence about the brand, and ambivalence doesn't do anybody any good. If people can take it or leave it, they'll usually leave it, unless you can give them a real reason to hold on.
A brand with conviction gives people something they can align themselves with. It becomes part of a person, something that they identify with themselves. This is when a brand comes alive and is activated by the input and allegiance of its patron. It ceases to be a product or commodity, but becomes an integral part of that person's everyday life and a part of how one defines oneself.
We believe that a brand has got to take a stand. It has to stand for something, and be something for people to believe in it. If a brand takes the middle road and tries to please everyone, it engenders ambivalence about the brand, and ambivalence doesn't do anybody any good. If people can take it or leave it, they'll usually leave it, unless you can give them a real reason to hold on.
A brand with conviction gives people something they can align themselves with. It becomes part of a person, something that they identify with themselves. This is when a brand comes alive and is activated by the input and allegiance of its patron. It ceases to be a product or commodity, but becomes an integral part of that person's everyday life and a part of how one defines oneself.
