‘Flawed’ Brands Are the Key to Success

‘Flawed’ Brands Are the Key to Success
Advertising
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:

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.