Oh, Misbehave (Orson Welles)

Differentiation in a nutshell, via Orson Welles:

I don’t say we all ought to misbehave, but we ought to look as if we could.

If a brand wants to look different, it has to be appear to be capable of doing something different (even if, at its core, it does a lot of similar things to others. 

You don’t have to misbehave, but you ought to look like you could. 

Ps. misbehave means don’t behave like everybody else, not necessarily naughty (!)

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