COUNTER EXPECTATION

This hook comes straight from Hollywood.

Creating brand interest is a counterintuitive alchemy of giving people what they expect, and what they don’t.

A HUSBAND steps into a kitchen, loosens his tie, and smiles at his wife.

“Hi, honey. I’m home,” he says.

But his WIFE slaps his face:

“Why should I give a damn about that?”

Now the viewer has to figure out what the hell is going on!

Surprise creates attention.

Brand takeaway: Ask what your category always says — then say what only you can.

Your points of difference make your brand impossible to ignore.