Please be informed that the IPA offices will be closed Friday 4th August.
We will respond to you as soon as we return on Monday 7th August.

To Thrive In The Future Brands Must Focus on Making Enemies

Abstract: Some brands are struggling to engage consumers not because the world has changed but because, in an attempt make friends with consumers, they have reduced themselves little more than a bland compendium of virtues. In this essay I will show how brands can take advantage of one of the major ways humans form bonds with each other: by identifying and rallying against an enemy group. I will argue that brands which mimic this behaviour will be become more relevant, more meaningful and ultimately more profitable.

Open/Download Document Here

Contact the IPA

ABCe audit Offical Webby Awards Honoree (2011, 2013)

Website, membership and content management software by Senior
Creative design by Igentics

The IPA
© 2017 IPA. All rights reserved. No part of this
site may be reproduced without our permission.