Anyone who has studied improvisational comedy is familiar with the “Yes, And…” exercise. Quick plug: Every Peppercommer is familiar with Yes, And… as well as stand-up and all types of improv since we’ve been offering it as part of our training for the past decade.
But, I digress.
The Yes, And… exercise forces participants to listen and improvise on the fly by hearing what’s just been said by a team partner, selecting one word and then continuing the conversation/skit by starting with, “Yes, and….”
I mention the exercise since the brand new Thanksgiving Day campaign from PETA elicited the exact opposite from me. I thought, “Yes, but…”
You can read the details for yourself in the link but, in short, PETA is asking everyone to “Be just like Trump for one day and pardon your Thanksgiving turkey.”
Obviously, the PETA marketers thought the Trump name would break through the clutter and get everyone’s attention. Yes, and….. it sure got mine (but, in the wrong way).
Which is why I’m responding by interjecting, “Yes, but why associate your brand with another brand that is the polar opposite of everything you stand for, beginning with Purpose?
Branding and engaging target audiences in authentic conversations is becoming increasingly more difficult and complex, but I think PETA is doing itself, its purpose and its many advocates a MAJOR disservice by leveraging an antithetical brand to promote their own cause.
I’m really interested in hearing what turkey and Trump lovers alike think of this ploy. So, please, put down your carving knives for one nanosecond and post a comment.
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