“Can’t we just go for the middle?” They asked. I started to search for a friendly way to say: “No, we can’t”.
The middle is a clear indicator that you don’t stand for anything. That’s the cardinal sin in any campaign: Not communicating why people should choose you.
Choosing to stand for something forces people to actively chose you. You’re no longer chosen because you’re the cheapest, the most convenient,… You’re chosen because you’re you. They’re on board with your story.
So no, we can’t meet in the middle. The middle is overcrowded by brands who are too afraid of being disliked. The irony of course is that very few people will actually like these brands.
So stay clear of the middle and take a stand.