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When I analyze advertisements, I give far less consideration to the product itself than I do to the lifestyle or ideal that it is selling. Take one of the recent Windex television spots, for example. Sure, the clean windows are nice, but I would venture a guess that many would rather purchase the lifestyle – children who rise out of bed when the sun shines and rocket towards the bus stop without prodding. The benefits that the creative implies one can receive from purchasing Windex are what sell in this spot.
That said, imagine my surprise when I read the recent Fast Company article, Why Brands Should Strive for Imperfection. Author Martin Lindstrom suggests that, since nothing is truly perfect, brands should stop selling perfection and sell imperfection – not manufactured imperfection, but true, everyday imperfection. Continue reading