Last week, we discussed Caribou Coffee’s billboard ad referencing transparency — this week another installment from Caribou’s current Minneapolis skyway billboard campaign:
That one made me think of this one, a post from a few months back about Kind nutritional bars and their Ingredients You Can See And Pronounce tagline and trademark:
Marketing types, if
Seeing this Caribou Coffee skyway billboard was a good reminder to me of how much we hear about the importance of transparency in our relationships, including those with brands we love:
It appears that the prevalence of society’s use of the word “transparency” may be at an all time high, where the
—Aaron Keller, Capsule
How do you feel when you’re being a bit indulgent? Guilty, perhaps. Sometimes it’s just something small, something you can enjoy without too much of an afterthought. The whipped cream atop your favorite coffee house (low fat) drink might be one of those treats. It is for me.
But recently I’ve noticed
I’m not talking about brands that say one thing and do another. I’m not talking about brands that don’t live up to their promise. I’m literally talking about brands with two faces. One face may be confident, complicated, technical, professional, and/or formal. Let’s call him, Stephen. The other face might be friendly, simple, approachable, engaging, and/or informal