Fredrik Öst: If no one hates it, no one loves it. Make enemies

Highlights from the conversation:I think that everything is a remix of something else. So we love to see when other agencies are similar to us because it only means that there are more people believing. So they come to us with a brief — we always rewrite it. Most of the time, we make them realise that what you think you need is not what you need, or maybe that comes in stage three.Companies love data these days. It's always like — Oh, it's gonna tell us the truth. But look at your marriage— do you want to use data for changing your marriage?People in companies are afraid of making enemies with consumers. And they want fans. But they don't understand that in order to get fans you need enemies because you need to stand up for something. And when you stand up for something that you believe in, whether it's your private person or company, you will get enemies. But you will get the right kind of enemies, enemies that you don't want as fans anyway. So, the thing for us is that if someone has a low budget, we demand creative freedom, we demand only one [revert].It's super important that brands have opinions and stand up for them — as important as it is for private individuals to also have opinions voiced and publicly allowed. I think that it's the new era, and brands need to start caring, for real, about sustainability, people — employees, everyone — and I think that there's no shortcut, it's just start doing it now and you won't have so much work to do later. More about SNASK SNASK is your future romance. A creative agency of misfit geniuses conquering the world through fine lookin' design and real emotions. They think it’s a waste of time to worry about what people think of them — as long as they stay true to themselves, they are living their dream.SNASK sees love as the only way forward, and they will never sell out or abandon their values. Standing up for their opinions and beliefs is the only way they know. They walk with their backs straight on the path to pursuing their truth. With one foot in front of the other, they seek to challenge conservative frameworks. They are doctors of disturbance, wizards of disruption and spokesmen of disobedience.They assume responsibility to stay engaged, give a damn, and strive for empathy. This assumption of responsibility is encapsulated in one word: Love. Find Fredrik here:LinkedInWebsiteInstagram (Fredrik)Instagram (Snask) Show Notes:People:Winston ChurchillAlexandria Ocasio-Cortez (AOC)Emma WatsonBill WalshBarack ObamaCompanies and organisations:Cumbria Institute of the ArtsSan Francisco 49ersMiscellaneous:StockholmBlack Lives MatterMake Enemies and Gain Fans
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