ten provocations

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