Do we even know what "Interesting" is?

What is Interesting?

Thanks to the effervescent Paul for his link to an OIA video on "Interesting'ness" in the context of brand building and communication efforts.  Brilliant, simple and impressive.

Watch the video! (link corrected!)

I'm struck by this concept of how "Interesting" when ultimately achieved flips so quickly over into "dislike" with potentially substantial numbers of the target audience.  And yet, these vocal so-called "anti-message" individuals remain interested enough to "read", "watch" or even "purchase".  They have to.  Or else they couldn't remain vocal members of the conversation around the campaign and the brand.

Looking back, I can see many cases where I've been an enabler of the "let's not suck" mentality which leads one away from anything that might approach "true dislike". Perhaps at the cost of not achieving true highs in "Interesting".  Would love to know your thoughts.  How many of you push into the territory of "dislike" or even "aversion" for the sake of being "interesting?"

Join the conversation! Or feel free to just lurk and watch the funny video below...

Do you work in Advertising?

A little long, but worth it as it hit WAY too close to home.  If you are reading my blog, you are likely in here somewhere.

[embedded video below]