The three indisputable Laws of Lawlessness
The best brands understand lawlessness…
It’s why they called it Google.
It’s why Apple ‘Think Different’.
It’s why posh Selfridges use plain yellow.
It’s why you recognise a brand just from its bottle shape.
Why does lawlessness work?
We’re drawn to the different
We are inherently curious.
We yearn to discover and learn from new things.
is magnetic to human eyes and minds.
More than ever, successful brands are learning to be more lawless.
Businesses, services and products need to shine brighter in a time of sameness and global availability.
New cars are all pretty good and just don’t break down nowadays.
So, what’s going to make one motor brand stand out more than the other?
What differentiates one accountancy firm from another?
We don’t expect (or want) them to be creative, but does that mean they have to be boring?
What makes people download one app over another?
In a world of lemons, why not be a clementine?
Tone of Voice
How you captivate people:
make them smile,
make them feel like you’re the one.
How you attract people…
It demands Lawlessness.
If everyone else is square, we’ll be thinking circles.