Good vs bad brand examples from @betherewearthat

A marketing professional responds to a user's comment by critiquing FIFA's 'sloppy' methods for covering non-sponsor logos at stadiums. She presents three 'good vs. bad' examples for seats, stadium exteriors, and condiments, offering more tasteful alternatives for each. She then pivots to argue that the best strategy is to do nothing at all, citing the Super Bowl as an example, and concludes that the poor cover-up attempts generate more negative attention than leaving the logos exposed would.

Creator: @betherewearthat on TikTok

Video format

Speaker address

Video outline

  1. State a professional standard
  2. Show a 'bad' example
  3. Present a 'good' alternative
  4. Repeat with escalating examples
  5. Reveal the ultimate, better solution

Hook overview

A hypothetical premise stating, 'If I were in charge, here's how I would have done this common task correctly and tastefully.'

Title hook

If I was FIFA, this is how I would cover up the brand logos

Verbal hook

If I was FIFA and I had to cover up the brand logos at the World Cup, this is how I would do so in a tasteful way.

Visual hook

A speaker is shown with two overlaid images: a screenshot of a user's question and a photo of condiment dispensers with logos covered by tape, creating immediate context and curiosity.

Hook strategies

  1. opinions-polarization
  2. secrets-shortcuts

Payoff

Reveals a counter-intuitive, ultimate solution: the best course of action was to do nothing or take a much simpler approach, citing a real-world example of this superior strategy in action.

Narrative framework

The Superior Solution Critique

Narrative framework logic

Systematically deconstructing a flawed execution by presenting a superior alternative for a series of examples, culminating in a surprising, overarching 'best' solution that reframes the initial problem.

Narrative framework breakdown

  • frameworkName: The Superior Solution Critique
  • frameworkType: List-Style Narrative
  • coreLogic: Systematically deconstructing a flawed execution by presenting a superior alternative for a series of examples, culminating in a surprising, overarching 'best' solution that reframes the initial problem.
  • confidence: 95
  • pendingStatus: created

Topics: Marketing, Sports Marketing, Brand Strategy

Concepts: Good vs Bad, Hypothetical Case Study

Formats: Speaker address

Elements: On-screen comment hook, Side-by-Side Visual Aid, Social Proof Screenshot

Account types: Personal Brand

Transcript excerpt

I was FIFA and I had to cover up the brand logos at the World Cup, this is how I would do so in a tasteful way. I'm a marketer in tech. I was at the Mercedes Benz Stadium the other day in Atlanta watching the World Cup. I saw this, thought it looked so sloppy. My stance on this is if you're gonna do it, you might as well do it well or don't do it at all. Number one, let's look at the seats. This on the left is the Gillette Stadium. See how they covered up the Gillette Stadium logo with this piece of tape? It looks sloppy. On the right is what they could have actually done, which is get seat cover ups with the FIFA logo on it. This looks better. It looks cleaner. It doesn't look sloppy. Number two is the stadium logos outside of the stadium. On the left, you can see the Levi's Stadium. See how they just put a tarp over it? On the right is what they can actually do is put a nice panel with the FIFA logo over it. This one on the right has much more of a wow factor. Okay. The last is condiments. This one is by far the most controversial one. This one on the left is how the condiments were covered up. This looks absolutely ridiculous. You can definitely tell that it's still Heinz ketchu

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