I’ve been working with a new client recently whose product could be described by some as ‘morally dubious’. Actually, let me correct that – the product itself isn’t the problem, it’s how it’s likely to be used that could be seen as such. When describing the product to anyone, their reaction has often been a disapproving scrunching of the nose and sometimes even a whiff of Mary Whitehouse in their reaction. The client was keen for us to skirt around these accusations and avoid the stiff upper lip disapproval from potential customers. My immediate thought was ‘why on earth would you do that?!’

In my opinion a brand identity based on a mistruth is over before it’s begun. The product may be based around secrecy and deception but that doesn’t mean that you should deceive your potential customers and even yourselves with your proposition. There’s also the plain fact that ‘unapologetic’ and ‘upfront’ can be a refreshingly honest antithesis to the politically correct status quo in today’s culture. We only have to look at the success of Donald Trump’s candidacy campaign in the US, as well as Nigel Farage and UKIP’s surging popularity in the last general election, as proof of this.

Protein World’s disarmingly blunt, aggressive and controversial response to the ‘Beach Body Ready’ campaign backlash was toe-curlingly offensive to many but catnip to those whose opinions they shared. The result, as we all know, was millions of pounds worth of free publicity and a huge increase in sales. They certainly weren’t concerned about the ‘fattist’ and anti-feminist labels that were subsequently attributed to the brand.

From my point of view, it’s about allowing clients to understand that it’s actually ok to be disliked or even hated by some, as long as you’re loved by others. Being blatantly unapologetic is obviously not for every brand, but where it’s at the forefront of your proposition, you have to meet it head on. Trying to please everyone in today’s market is a death sentence. Controversially, ‘controversial’ is a safe thing to be.

I’m pleased to say, after the brand workshop, the client was converted to controversiality and are now channeling their inner Clarkson.

Nudge nudge, wink wink. You know it makes sense ;)