Brands have always explored novel
and unusual ways to communicate
their values or message at key
Often the desire to be
impactful or different at a moment of
truth is interpreted as being obviously
discontinuous or breaking category
norms. How can you engage with
the shoppers if you’re not noticed?
You won’t arrest them if you’re
being generic, goes the argument.
However, there is a case for a more
subtle approach, which implies a
message rather than broadcasts it.
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