when washing powder takes a stand

When I saw this add for the first time, I got goosebumps. I never thought washing powder could actually have such a deeper meaning. That it could take a stand like this. That it could try to change perception and behaviors. Or at least try to inspire society to reconsider the way things are, just because “it’s always been this way”.

What do YOU want to stand for?

people have 3 brains controlling their decisions

Even if cultures, languages and society make rules different from one country to the other, there is one thing we all have in common: we are human beings made of flesh and blood. Even if our brains are wired differently, we all have brains, and most of our decisions are taken unconsciously.

As our brains have evolved over the millennia, it has developed 3 main layers:

  • the most ancient one: the reptilian brain assuring our survival and managing a lot of our self-protecting reflexes. It is the most advanced layer since it will be the one taking over all of our body when our life is in danger (from the smallest cut or burn to the most life-threatening situations).
  • the limbic brain is the one playing with our emotions.
  • the neo-cortex is our rational mind.

Even if we prefer to believe that we are objective people, our emotions and survival instincts are preconditioning the way our brains are wired and, thereby, most of our decisions.

6 layers to a brand strategy

A brand strategy needs to contain 6 different sorts of elements:

  1. a consistent core essence that defines what it stands for at its center, and to which individuals can relate to during every interaction.
  2. a few key differentiators that when put together make that brand truly unique.
  3. three to five items that your audience can concretely benefit from.
  4. behavior attributes that people can identify with when interacting with a brand, as if it was another person.
  5. a story that will engage an audience emotionally by transporting them through a narrative they feel part of.
  6. sensorial elements that activate as many senses as possible to deepen the connection through different levels of connection.