Why you need to STOP using brand guidelines when creating ads

If I see an ad of a motorcycle jumping through the air, I don't identify with that. But if I see a motorcycle, like ripping through a forest, that's a different story. The answer is none of these are right or wrong. Most people just never take the time or have the rigor to actually test. They're operating from brand guidelines that were maybe created by the founders in a room with a tiny budget way back in the day. You're talking about $100,000 a month that is potentially being like massively handicapped because the marketer is afraid of getting fired because they don't want to step outside of brand guidelines experiment.

I mean, you just go to the LinkedIn feed and if you see ads, I would say 90% of the ads look like ads looks good. And on brand verse, I wanted to just like write a bunch of scribbles on a post it note and take a picture of it and use the picture from my iPhone as the ad. And he was like, we could never do that. That's not on brand. But you have to play the game a little bit here, which is like, you have to stand out. You have to interrupt the pattern in some way.