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When you’re looking for a soul — or crafting the mission statement — of a brand, keep a few things top of mind: there are things that you can’t say — and there are some things that are simply expected.
My old creative director Paul Bennett used to say: “You can’t say you’re sexy… you just have to be sexy”. What he meant by this is that some things have to be shown — and saying them is not only weird but kind of invalidates them.
I was reading a review of the upcoming movie “It” (Stephen King) which contained the following line:
Muschietti (the film’s director) understands the Spielberg-ian rule that creating a recognizable and convincing backdrop makes the payoff moments of coulrophobic terror and supernatural awe feel tangible and believable.
— Peter Hartlaub
It’s a bit of a reflection back on the discussions we have in our classes — specifically branding classes where students are challenged to recast the mythos of an existing brand — about the role of the believable being the foundation of the unbelievable is a good thing... or if you tell a far-fetched story, having ties back to things that are tangible and recognizable today can help to engage your audience a good bit more.