To be good you have to be a little bit bad.
There's more advertising than ever before. More channels, more content, more noise and more barriers to breaking through and being heard.
So why is so much brand work boring? Forgettable? Bland?
Why are so many brands afraid to take a position, have a point of view or divide opinion? Isn't it better to risk alienating a few, to gain the love of many?
Now is the moment for brands to get brave and do it in a way that's meaningful and relevant to who they are. The risks might be big, but the rewards can be greater and along the way we might just create something that changes the world.