Joe’s Pizza vs Patsys 🍕
Yankees vs Mets ⚾
Knicks vs Nets 🏀
Brooklyn vs The Bronx 🚕
Staten Island vs NYC 🍎
NYC vs everywhere else 🗽
Conversation thrives on tension
The best way to build tension is with but statements, 3 to be specific
3 BIG BUTS
3 BIG BUTS
Brand But
A true, but conflicting statement about the brand currently
Audience But
A true, but conflicting statement about the audience
Moment But
A true, but conflicting statement what’s happening in the world that may impact the brand
Results?
Insight: That ‘aha’ statement that launches the creative idea