Emotion

18 posts

Emotion gives the brand a feeling to dramatise; the anxiety, relief, pride, shame, joy or longing that makes people actually care.

Anger

Don't calm them down. Point them somewhere to vent purposefully.

6 min read

Rational people are irrational. Build around It.

6 min read

Cool isn't a category. It's a context.

6 min read

You can't argue with a mirror you walked into voluntarily.

4 min read

The best place to detonate a message is inside a moment that's already on fire.

5 min read

The thing people are hiding is often the most fertile creative ground.

4 min read

People will tolerate risk. They will not tolerate being 'that' person.

4 min read

It's hard to scroll past something that gives you the spooks.

5 min read

Take the dullest thing your brand wants to say and turn it into something unmissable

6 min read

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