In brand communications, sometimes you need to repel some people to attract others.
(See photo above).
Nike has a long history of doing this successfully.
Just think about the tagline: “Just do it.”
It has a rather adversarial tone, doesn’t it?
Some might take offense. “Um, I’ll do what I like, thank you very much.”
But for people who are open to this message; who are perhaps even craving a kick in the pants (which is a lot of us), the Nike voice resonates—precisely because it has an edge.
It’s willing to turn some off, in order to turn others on. Fascinating, yeah?
Do you have a phrase or saying or tagline in your business that functions in a similar way?
One that “sets the tone” for your brand?
