When you think of an interesting story, there’s always a protagonist and an antagonist. There’s the good guy and the bad guy. Often in graphic relief to each other. But what about brands? Do brands need enemies?

Today, we’re talking to Chief Creative Officer of Arnold Worldwide, Pete Favat, about exactly that concept, one he introduced to a packed house at Cannes this year.

SHOW NOTES:

• We begin the interview with Pete talking about his speech at Cannes with Shepard Fairey about this "enemy" concept. Apparently brand storytelling was all the rage this year.
• Pete believes human beings are wired to find contrasts in the world. Yet most marketing shoots right down the middle. That's why brands need to create an enemy. Otherwise they're like the movie "Jaws" without the shark.
• The concept of having an enemy sounds polarizing (and it is), but that does not mean it will limit your audience. Pete talks about how tension is what gets attention.
• Examples: Apple's "1984" TV spot, Nike's "Just do it" tag line, and Coke's "I'd like to teach the world to sing"
• Pete then goes into some detail on how you can find your brand's enemy. It's part culture, part zeitgeist, with a dash of brand truth.
• A very interesting point as to how having an enemy positively influences the motivations of the creative teams: he says it makes the work a team sport.
• Finally, we end with Pete giving us his view on what creativity is and how he stays sharp.

BIO:

Pete Favat graduated from NYC’s School of Visual Arts in 1984 and was immediately hired by his teachers. As Creative Director and Partner at Houston Herstek Favat, Pete created the most successful state anti-smoking campaign ever, put Converse sneakers on the map, and grew the agency to $200M and 150 people. Arnold acquired Houston in 1999. And since then, Pete has kept the streak alive, creating the truth® brand - the most successful national anti smoking program ever - and expanding their client portfolio to brands like Royal Caribbean and Celebrity Cruises, Progressive Insurance, Timberland, ESPN and Volvo. Pete was appointed Chief Creative Officer in 2006.