WE HATE SHEEP. Not because they’re fat, lazy creatures that smell bad when it rains. No, we hate sheep because they remind us of marketing that’s content to follow instead of lead. Advertising that’s happy to be quiet, blend in with the flock and go completely unnoticed. The average person is deluged by 3000 messages a day but will only react to about ten. To be part of that Top Ten, your marketing must stand out. It must differentiate. And it must, must, must be relevant. Otherwise, it is an utter waste of time and money. And who has time and money for that? We believe sheep marketing slowly starves the brand that pays for it. Bottom line: Sheep kill brands dead. And that’s why we hate ‘em.
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