Andy on Twitter

  • Love this... ,
  • Like how McKinsey frames culture and behaviour together. ,
  • Fed Up with Super Rugby games stopages for criminal investigations. Equaly tired of thuggery ,
  • Quarter final super rugby and the stadium looks pretty empty. Sad state of super rugby in AU,
  • Agree with Mark - don't get it. Don't need to be reminded that my sandwich was a beauty chook. ,
  • I just published “The Cannes Conundrum” ,
  • Church in London has a little cafe in the entrance serving Allpress coffee. How good is that. God and coffee to go. ,
  • That flight to London is one epic trip. Thanks for an enjoyable flight.,
  • Must read for all marketers... ,
  • ... instead correlate TV to commercial outcomes, not online viewing ,
  • ... but buying TV so people watch you on YouTube while trying to sell Tide... that's more than strange ... ,
  • Another reason TV is so important a part of the Mix - spillover into online engagement ... ,
  • Well that's a change. Might be better to focus on the tech stuff though. And the need for lots of it. ,
  • Some beautiful coffee kit here... ,
  • Further evidence that the IRB are nearly as out of touch with rugby performance as the ARU ,
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The Inverse Frame…

Frames are interesting things, and they get really interesting during a presidential election year. So, what to do when others are using language to frame you? One approach, call the frame and invert it. You turn the frame into a positive. It only really works when the original frame so clearly warrants questioning.

Here is a great example – Barack Obama told a group of Florida donors Friday night that Republicans will try to make voters afraid of him, and suggested they would use his race to scare up votes for John McCain,” Fox News reports:

“We know what kind of campaign they’re going to run. They’re going to try to make you afraid,” Obama said at the fundraiser. “They’re going to try to make you afraid of me. He’s young and inexperienced and he’s got a funny name. And did I mention he’s black? He’s got a feisty wife.”

The crowd of supporters cheered, and Obama added: “We know the strategy because they’ve already shown their cards. Ultimately I think the American people recognize that old stuff hasn’t moved us forward. That old stuff just divides us.”

By inverting the frame, he acquires sympathy and defines the opposition as “old stuff” – a nice little play… Messages are funny things. Especially when whacked about like this.

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