The power of Un

Brands are competing for attention. Un attracts it.

Un is what stops you in your tracks. Makes you scroll back. Makes you ask why, how, or what?

Unexpected catches your eye.
Unpredictable keeps you watching.
Unpopular makes you think.
Unreasonable challenges assumptions.
Unconventional breaks the rules.

Un works because it breaks the pattern. But go too far and you might end up with unintended consequences:

Unclear.
Unrelatable.
Unbelievable.
Unbearable.
And ultimately,
Unsuccessful.

Un is powerful. But a little goes a long way.