Certain brands and individuals deftly embody two opposing forces. For example, think about how Queen Bey juxtaposes ‘I woke up like this’ with the uncompromising work ethic and polish behind her Coachella performance, or how leading fashion brands blend high-low (i.e. pulling off an ugly sneaker that sells for almost $1000) or how iconic 90’s cereal Cookie Crisp pioneered dessert for breakfast.
WHAT WE WANT TO KNOW
What are the keys to a brand successfully owning a contradiction with conviction?
WHAT WE’RE LOOKING FOR
A Google doc where you identify five to ten best in class examples of brands who embody a contradiction. We’d like you to examine a diverse set of brands/categories and uncover different contradictions (i.e. not all high-low contradictions). Using your examples, distill five lessons/implications for a brand that’s looking to successfully embrace contradiction.
Five to ten brands who navigate contradiction, for each please outline:
- What two opposing forces does this brand navigate?
- In what ways does the brand embrace each? What do they do/say?
- How is this tension creating (unique) value for them? How is it detracting value?
Five lessons/implications for brands seeking to navigate a contradiction.
Application due: August 16
Awarded: August 17
Progress check-in: August 20
Delivery: August 21
THIS WOLF BITE IS NOW CLOSED.