by DK Badenhorst. Brands are slowly starting to get rid of the idea that, no matter what, if you pay, you are in the right.
Tag archives: by DK Badenhorst
Brand Culture: In defence of selfies
by DK Badenhorst. While it’s easy to hate them, here is an attempt to defend the noble selfie.
Brand Culture: If degrees were as ubiquitous as phones #feesmustfall
by DK Badenhorst. Governments are brands, too. But they are peculiar brands. And, as with products, not buying again is not your only option.
Brand Culture: Brand language
by DK Badenhorst. Brands can play an important role in shifting culture, but we have to be sober about the strengths and limitations of branding.
Brand Culture: All about the dad
by DK Badenhorst (@BrandCultureSA) Fatherhood has not been a dominant theme in advertising until relatively recently. Let’s take a look at some recent ads featuring dads from CCTV, Audi, Dove, Nissan and Toyota, and what they have to say about fatherhood.
Brand Culture: SquareSpace, Jeff Bridges and his weird sounds — a cultural misfire
by DK Badenhorst (@BrandCultureSA) Tapping into little pockets of pop culture is a tricky and fascinating business. If the goal is to create culturally interesting advertising or any mainstream piece of communication, it’s even trickier. You need to find something that is relatively niche but still recognisable (Red Bull films). If you don’t, you end up with people not knowing what they’re looking at (SquareSpace’s Jeff Bridges ad).
Brand Culture: An analysis of Santam’s “One of a kind”
by DK Badenhorst (@BrandCultureSA) In order to understand the reason that Santam’s “One of a kind” ad has received so much traction, despite kicking us in the shins, it’s important to wind back the clock.
Brand Culture: Brands should remember like people do
by DK Badenhorst (@BrandCultureSA) Brands have the benefit of not being asked to tell the truth, the whole truth and nothing but the truth. A brand can tell a story, but it doesn’t have to tell the whole story and sometimes it can tell a little more than just the story.
Brand Culture: Comic-strip archetypes in advertising
by DK Badenhorst. If you are not a fan of superheroes, I’ll probably have to allow a few seconds for your eyes to return from the back of your head. After all, superheroes are for kids, right?
Brand Culture: A new reason for an old New Year’s Resolution
by DK Badenhorst. Language can’t stretch forever. It either has to move (ie healthy must mean sexy) or it snaps back (healthy means healthy again and sexy means sexy). Health can’t move; it has family and a job in the health environment. Brands such as Vital and categories such as ‘organic food’ require that it hangs on to its conventional meaning. So what now?