Mythbuster: Is it ownable

This article argues that brands should not worry about if a campaign endline is 'ownable', but instead focus on creating a distinctive and consistent brand voice.

Mythbuster: Is it ownable

Les Binet and Sarah Carteradam&eveDDB

Les Binet and Sarah Carter get a little bit angry about some of the nonsense they hear around them… like the question 'is it ownable?'

Here we go again, we thought. It has happened so many times before. A senior client eagerly anticipates the unveiling of a new campaign idea. The reveal and the slow smile. He really likes it. It will stand out brilliantly – generally and from his competitors. He agrees with us that this will be an intriguing and distinctive tone of voice.

He doesn't even mind...

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