This is a succinct and powerful case against “brand engagement” and “brand relationships” as marketing goals, by Martin Weigel, head of planning at Wieden+Kennedy Amsterdam.
As Martin illustrates, consumers don’t want relationships with brands, they are indifferent. Embracing and overcoming consumer Indifference is the opportunity, for as Martin concludes, “For its existence demands awesome as the response.”
Some other nuggets:
- “Be part of what interests people”
- “Give more than you take”
- “Take a position, don’t just have a positioning”