Ideasicle Podcast

When you think of an interesting story, there’s always a protagonist and an antagonist. There’s the good guy and the bad guy. Often in graphic relief to each other. But what about brands? Do brands need enemies? Today, we’re talking to Chief Creative Officer of Arnold Worldwide, Pete Favat, about exactly that concept, one he introduced to a packed house at Cannes this year. SHOW NOTES: We begin the interview with Pete talking about his speech at Cannes with Shepard Fairey about this "enemy" concept. Apparently brand storytelling was all the rage this year. Pete believes human beings are wired to find contrasts in the world. Yet most marketing shoots right down the middle. That's why brands need to create an enemy. Otherwise they're like the movie "Jaws" without the shark. The concept of having an enemy sounds polarizing (and it is), but that does not mean it will limit your audience. Pete talks about how tension is what gets attention. Examples: Apple's "1984" TV spot, Nike's "Just do it" tag line, and Coke'