Rory Sutherland: Why Challenger Brands Must Never Follow Logic to Truly Disrupt Categories

Rory Sutherland has SO many delicious aphorisms like:

“…Hipsters Raise the Ceiling and Chains Raise the Floor”

“....The opposite of a good idea is a good idea"

Absolute HONOUR interviewing the ABSOLUTE LEGEND, Rory Sutherland, Vice Chair Ogilvy

Our conversation was a riot of fun, a roller coaster adventure

ON THE MENU:

1. Flat Whites or Fuck Off: Why The Opposite of A Good Idea is a Good Idea

2. Why Words Change The Taste of Biscuits: Premium Pricing Makes your Food Taste Better

3. John Cleese Lessons on Creativity: If You Seek Efficiency, you Lose Creativity

4. Why We NEED Hipsters: Hipsters Raise the Ceiling and Chains Raise the Floor

5. How the Soviet Union and Revolting Jumpers explain the Value of Branding (easier in the negative)

6. Why Creativity is REWRITING the question: At School You can’t Rewrite the Question, but in Business You Can

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