This post is courtesy of Library Journal’s Bubble Room blog, by Alison Circle.

This past November Chicago Public Library launched an ad campaign called “Not What You Think,” an admirable effort, but not quite successful in my mind. Here the campaign juxtaposes unexpected images with the headline: Not What You Think; and the subhead: It’s Free. It’s Easy.

First off, I’m not a fan of defensive positioning – meaning that you try to persuade your audience that your product is “not” something. It is defensive and concedes right out of the shoot that you have an image problem. First rule of advertising is to lead with your strengths.

Click here to read the rest of this post. It’s good stuff!