I called a few of our most creative brains together last want to week to think about our 30th anniversary and what we might do. Some good ideas quickly appeared, and then this question, from our super-talented marketing director:
"Do we want to challenge and surprise, or fulfill expectations?"
What response do we want from the public? "Good old Terrence Higgins Trust, doing what they do so well", or "I wasn't expecting that..."?
The answer goes to the heart of your brand. Make the wrong call, and the surprise won't be a good one. Do it appropriately, sensitively, and you'll build support, not lose it.
Fulfilling expectations can be a good thing. So can challenge and surprise. So which did we choose? Both of course. People expect us to be surprising. So with a brand like ours it makes perfect sense.
