We’re all familiar with the buddy cop film formular. Pair an uptight-by-the-rules-type with a break-the-rules-type and all sorts of clashes and comedy moments are guaranteed. They’re exciting partnerships, from Holmes and Watson to Wallace & Gromit. Contrasting outlooks open up possibilities that two similar personalities might miss.
We find that the same is true of brands. Brands need to have a clear idea at their heart – but that idea is more interesting if it contains some buddy movie tension. For example, lots of brands want to be perceived as good value. But cost by itself is less motivating than the combination of price and quality. The implied contradiction between the two ideas – how can it be quality if it’s cheap – sets up a unique position for the brand.
The versions and permutations are endless: Authoritative and friendly. Reliable and innovative. Standard and custom. New combinations can be used to challenge category norms and disrupt expectations. Think about how Ikea’s radical idea to combine style with affordability changed the staid expectations of home furnishing.
It’s really hard to be distinctive when you’re using the same old attributes as everybody else. So embrace a little buddy cop energy. Zig, zag, question and juxtapose. You might come up with something fresh, unexpected – even 𝘜𝘯𝘰𝘳𝘥𝘪𝘯𝘢𝘳𝘺. It’s bound to be box office.
