A little controversy and lots of play go a long way. Don't shy away from having an opinion. Just don't hit the gutter or go too gooney. Take your ideas onto the fringe by being conspicuous amid the homogenous sea.
Think like an artist or musician. Notice how an artist combines dirt, grass and trees in a way that makes you think about it. The same song, by different musicians can produce completely different moods, feelings and responses.
Of course you'll need a new attitude to achieve edge. You'll know you've succeeded when you get that aha, yuch or whoa from your audience. You're looking for the "Where's the beef" factor. What do these names evoke?
- With Edge: Target, Got Milk?, Ice Breakers (mints), Saturn, VW
- Without Edge: Microsoft, Calvin Klein, Fruit of the Loom, Ford, Enterprise Car Rental
Remember, too, that you can't be all things to all people, so talk to the right people in their language. |
