http://sueunerman.com/2011/01/what%e2%80%99s-next/ Just another WordPress weblog Wed, 07 Nov 2012 14:42:45 +0100 hourly 1 http://wordpress.org/?v=3.1 http://sueunerman.com/2011/01/what%e2%80%99s-next/comment-page-1/#comment-711 Sam Learmonth Thu, 06 Jan 2011 09:34:17 +0000 http://sueunerman.com/?p=498#comment-711 It's very interesting how brands have been trying to represent an image of unvarnished honesty in the recession. Aneurin Bevan's phrase "this is my truth tell me yours" came to mind, the acceptance that truth isn't an objective absolute, like a mathematical equation, it is also a subjective interpretation of how things are. Maybe now there is less tolerance for a brands self-representation to be very different to how they are viewed by the public. Personally I suspect what is more in vogue at the moment is the idea of 'unpolished' truth. Presumably as consumers we've never had a time where we have approved of being misrepresented to, so it could be more a movement to an 'honest' or 'simple' image. A warmer, more emotional representation appeals to people more at the moment, and that is where brands have to be careful. Because there's nothing that leaves a bitterer taste in your mouth than an emotional plea that you know is false. It’s very interesting how brands have been trying to represent an image of unvarnished honesty in the recession.
Aneurin Bevan’s phrase “this is my truth tell me yours” came to mind, the acceptance that truth isn’t an objective absolute, like a mathematical equation, it is also a subjective interpretation of how things are.
Maybe now there is less tolerance for a brands self-representation to be very different to how they are viewed by the public.
Personally I suspect what is more in vogue at the moment is the idea of ‘unpolished’ truth. Presumably as consumers we’ve never had a time where we have approved of being misrepresented to, so it could be more a movement to an ‘honest’ or ‘simple’ image. A warmer, more emotional representation appeals to people more at the moment, and that is where brands have to be careful. Because there’s nothing that leaves a bitterer taste in your mouth than an emotional plea that you know is false.

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