2. Don’t try and mug the consumer. Ever.
Yep, we’ve got to talk about Brewdog.
I mean, obviously, you’re not going to do something as crass as this in greenwashing language, are you?
Unless you do something as crass as this.
Or as denying-of-your-contribution-to-the-problem-in-the-first-place, as this.
If stupid ideas were oil, I’d bid for prospecting rights in every ad, PR and design agency in the world.
If you think something isn’t moral, do your best to stop it.
There’s always something else to talk about.
3. Don’t catastrophise. Even in a catastrophe.
The problem with catastrophes, other than the actual catastrophe bit, is that most people won’t/can’t believe in them.
Eventually, the fear message becomes background noise.
We are masters of managing mental dissonance.
Use your brand’s personality to help people personally relate to the message.