Love me, hate me, don't ignore me. In 101 words.

Brands with a strong point of view are far more interesting and attractive.

Trouble is the consumers who don’t agree with the stated point of view won’t be attracted.

Which explains why many brands stay safe and attempt to appeal to all.

Big mistake.

Consider service firms that claim to be; “professional, trusted and client focused”, unless they have competitors adopting ‘slapdash, shady and client apathetic’ as their values they are wasting their breath.

When defining your brand’s values apply the opposites test; if no sane marketer would dream of claiming the contrary desired value then it won’t be of value.