The PSEUDO Commandments

    Written by Ruby Pseudo and Simon Pestridge [ex Global Vice President of Nike Inc] around 2004, the PSEUDO brand commandments have been implemented by brands such as Instagram, Google, AT&T and many more. Indeed, in 2012, adidas London built their Olympic Campaign around the commandments, working in tandem with PSEUDO and agency Sid Lee. That campaign won adidas ‘Campaign of the Year’; a year when competitors were spending their biggest budgets on the event.

    In 15 years, these Commandments – originally scribbled by Ruby on the back of an envelope - haven’t changed. Why? Because they work. For any brand, for any product, for anything. The only parts that change are the underlying ‘instructions’, given to you by your audience from the research that the Commandments lay out for you as advice. We hope you find them useful.

    Brand Commandments Overview:

    1-3: Use Your Power to Make a Difference /// Be Appropriate, Don't Appropriate /// Reflect Their Mindset

    4-6: Be Interested & Interesting /// Be Useful, Everyday /// Have Manners, Be Mindful

    7-9: Evolve, Be Agile /// Be Brave, Do you /// Make a Commitment

    Pseudo

    Commandments 1-3

    In this first overview of the Commandments, we reiterate the importance of ‘Using Our Power To Make A Difference’ [PTMAD] across the work, how best to ‘Be Appropriate, Don’t Appropriate’ by working with the Originals of Culture, and what ‘Reflecting Their Mindset’ means in terms of inspiration.

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    Pseudo

    Commandments 4-6

    Next, we look at the concept of ‘Be Interested And Interesting’ in terms of story-telling, how we can ‘Be Useful, Everyday’ when it comes to sustainability, and what ‘Have Manners, Be Mindful’ means in the context of representation.

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    Pseudo

    Commandments 7-9

    In this final overview of the commandments, we look at how to ‘Evolve, Be Agile’ as a brand and what ‘Be Brave, Do You’ in terms of being an Original, as well as the all-important bookmark to the commandments of ‘Making a Commitment’. Short, sweet, and to the point, it’s the rallying cry of the commandments.

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