"Plaid branding is where marketers are astutely aware that rational man is a myth, and that we live in a skeptical, postmodern marketplace. A marketplace that bores easily, trusts little, and is sick to death of authoritative messages, no matter how subtle. Plaid branding is about formality, serious-mindedness, and rationalism giving way to humor, irony and emotion. Plaid branding is where the emphasis shifts from conveying semantic information⎯logical, structured and precise⎯to aestheticinformation⎯emotional, untidy, and equivocal. I’ll say it again (and probably again): You’re wasting money today trying to impress people or pound one big brand idea into their heads. It’s unimpressive, tedious and, frankly, it appears desperate.
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Don’t be a positioning conformist and speak to their minds, be daring and tickle their emotions. Don’t pander or push, play hard to get. Entice people to discover, dig deep, question, construct and share. Give up the desire to control the marketplace waves and, instead, hang loose and learn to surf."
Tom Asaker has recently published a new article, Plaid is the New Black. Thought it was worth mentioning.
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