There is an image of an advertising campaign poster making the rounds on social media that has been marked with comments that question the motives and manipulative methods behind the design. (See Below) It is a good example of social and cultural commentary being added onto a commercial poster, but it is far from a new idea.
The pomp and circumstance of the state funeral for Her Majesty Queen Elizabeth II was magnificent, indeed, breathtaking. Throughout the hours-long broadcast, we were reminded over and over we would never see anything like this again in our lifetimes, and that no country does pageantry like Great Britain. I concur.
The context in which a brand is used can provide huge positioning opportunities for brands either by understanding the context in which a brand is already used or by associating your brand with a specific usage occasion (for example, “Take a Break, Take a KitKat”).
Paradoxes are both familiar and common to the human condition. They are brain teasers that reveal faults in our senses and errors in human logic. Authors and poets delight in paradoxes because they stop the reader in their tracks to ponder the apparent contradictions. Like the familiar phrase, “Less is more,” or when Shakespeare’s Hamlet says, “I must be cruel to be kind,” we are forced to reflect on the paradox and what it means.
In our post-pandemic world, brands are dealing with changed customer behaviors. Attitudes about and usage of technology leap-frogged decades. How and where we work together is now very different. How we buy foods and beverages has altered dramatically.
