This post is courtesy of Library Journal’s Bubble RoomÂ blog, by Alison Circle.
This past November Chicago Public Library launched an ad campaign called â€œNot What You Think,â€ 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, Iâ€™m not a fan of defensive positioning â€“ meaning that you try to persuade your audience that your product is â€œnotâ€ 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.