10 Steps to Brand Bravery

What does it mean to be brave with your brand? What we know is that sometimes the internet giveth, like Baby Yoda going hyper-viral, while other times, it taketh away, like Peloton’s seemingly innocent advertisement featuring a woman receiving one of their bikes as a holiday gift, and then being very surprised themselves when the ad sparked lots of controversy. Being brave with your brand is necessary if you want to break out, but you also need to do it smartly to avoid pitfalls. In this session from Promax Europe in Amsterdam, Contagious’ Head of Trends Katrina Dodd offers ten ways you can approach your creative courageously to really make an impact. One note here -- one of the examples Dodd cites requires seeing a video to really understand what she’s talking about. That video, which talks about how Pedigree created a campaign around selfie-sticks for dogs and obviously includes lots of cute pups, is available to watch at brief.promax.org. Listen in to learn how you can get comfortable getting risky.