‘Flawed’ Brands Are the Key to Success

‘Flawed’ Brands Are the Key to Success
Scott Lachut, PSFK Labs
  • 31 october 2008

Internet culture whiz Clay Shirky gave some interesting insights into the biggest mistake of corporate branding. Shirky argues that advertising seek to perfect brands, and in doing so, fail to reach and speak to average day people. When a brand markets a perfect image, people are less inclined to interact with the product, because it doesn’t reflect their imperfect lifestyle. Brands that use a flawed, or ‘human’ marketing campaign reinforce and locate themselves within people’s lifestyles. The most promising direction now for brands, Shirky argues, is to use a raw and unfinished front, making their image far more approachable and reaching a wider audience. Watch the video for more:

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