In the same way WikiLeaks borrows brilliant from any source, the Australian yoghourt brand Jalna has been running a print campaign whereby they seemingly borrow a famous or high profile person’s status as an endorser for their brand. And at the moment when you are talking profile you don’t get much better than Wikileaks founder Julian Assange.  The ad below appeared this week in the Melbourne daily newspaper The Age.

Have a read of the ad and you will discover that Julian has for years been a great yoghourt eater, what it does not say directly is that Jalna is his favourite brand, they simply borrow his presence and infer it. What I like about this particular ad execution is its currency and the fact that it is a little cheeky, as per the way Wikileaks struts its stuff. But the real theme for this blog is the fantastic ‘on-brand’ language that Julian Assange reputedly used to profile himself on dating site OkCupid a few years ago. Please have a read, and then ask yourself, do you have the same clarity of language around your product or service brand?

There is real cut-through in the manner he describes his own personal brand and what is ‘on brand’ and ‘off brand’ in the sort of women he would like to hook up with. It is of a style and tonality that fits so well with the Julian Assange brand, whether he wrote it or not, and whether you agree with him or not. In our experience the best brands don’t want to be loved by all. When you try and do that you end up being like our politicians – standing for nothing and compromised to the core!

Some extracts from the OkCupid profile (thanks to The Age)

“Want a regular down to earth guy? Keep moving. I am not the droid you’re looking for. Save us both while you still can.”

“I like women from countries that have sustained political turmoil. Western culture seems to forge women that are valueless and inane. Ok. Not only women.!”

“Passionate, and often pig headed activist intellectual seeks siren for love affair, children and occasional criminal conspiracy.”

“Working , or in wilderness, which I retain an undying love for.Parties with good friends are glue, otherwise entertaining is less entertaining than working!”

“You are a spirited, erotic, non-conformist (sic). Non-conformity is not the adoption of some pre-existing alternative sub-culture. I seek innate perceptiveness and spunk.

“Do not write to me if you are timid. I am too busy. Write to me if you are brave.”

If you are interested in dating Julian or not, give us a call as we love talking dirty about brands!

Peter Singline
Brand Scientist