Encountered an interesting brand in Philadelphia. “I hate Steven Singer”. That’s what the billboards on the roads say. Steven Singer is a well-known American jeweler specializing in diamond jewelry. Actually, the slogan from the acronym is the name of his online jewelry store. Hatred served as the foundation for the brand. Steven decided to advertise his products by explaining to everyone why they could hate him. It’s said that the brand originated from a series of stories by Steven on local radio about why one should hate his jewelry store, mainly revolving around quirky relationship dilemmas between couples. An interesting example of anti-ideas in branding.
Hi, I'm Rauf Aliev. 