"When the lake is frozen, it's no use talking about the quality of the hook if the first layer of ice is not the first thing to be broken."

Often, in today's hypercommunication scenario, we see that a campaign based on the promise of benefits can not draw attention or create the membership the company wants. The consumer continues to do what he always does, as if nothing had been spoken to him.

In such cases, there is the Dialectic Communication, based on the idea that to be heard it is necessary to generate the doubt first.

Thus, instead of simply selling the strengths of your product, we enter their mind around the edges, destabilizing the certainties that led him to choose a product from your competitors.

In research, Chetochine knows how to look at these shortcuts and, in consulting, we know how to help companies develop effective concepts.