Page 207 - Overthrow_Black&WhiteVersion

To do so, they need greater recall, salience, attention and favourability to ensure their brand provokes a greater sense of value in the minds of consumers at those crucial buying moments.
In other words, they have to stand out more and be remembered.
The solution – become true iconoclasts. Literally translated from Greek, iconoclasm means ’image breaker‘ and these challengers do exactly that, using the full scope of modern media.
They identify the grip of the category
and work to deconstruct the principles and practices; the ideologies and the behaviours. They are outstanding at standing out. They can feel compellingly small, but can now scale more dynamically than ever. ‘Small, scaled’ rather than ‘small-scale’.
By breaking all the typically accepted rules of the category they create something far more memorable. The rule breakers really are ruling.
206 What Brings These Brands Together?