Brand Paradox September 1, 2011 in Brand, Brand Paradox, Concept, Developing , by admin

At Engage Brandcraft, we often talk about a Brand Paradox. By this we mean an intentional contradiction within a broader brand identity. Think of it as the yin and yang of brand personality. If crafted carefully, these subtle balances can significantly contribute to the overall character of a product, service or organisation. When developing a brand strategy and concept, we always try to remain cognisant of potential brand paradoxes. In our experience, identifying and developing these can often contribute to deeper brand engagement. To help present and explain this important pillar of our approach, we’d like to share an example (with...

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