- How do we make the real thing (which is actually plastic) accepted as real (which is seen for what it really is i.e. plastic).
- What kind of meanings do we allow into the brand discourse to transform it from plastic to organic?
Attempt at direct injection of meanings (The real thing) was outright rejected as a sign without a referent and seen for what it is, import from a foreign discourse which has no way of exchanging meanings with the local context. Thanda Matlab Coca Cola on the other hand makes semantic exchange possible, for unlike “The real thing” it doesn’t seek to impose any meanings, acknowledges upfront that Coca-Cola and Thanda don’t mean the same thing (yet), and gets to work at being accepted literally through oral seduction (its almost like if you were to repeat the line a sufficient number of times you would internalise it and accept it). Thanda is a reality that consumer will find very difficult to deny Coca-Cola for the innocent meanings it carries (cold-drink) even while its not so innocent intentions (to play itself in) are being carried out in full public view.
Brands are no more truths than they are myths, mystifications, fictions, representations, languages. Powerful brands are not ideas (which like style draw too much attention) but ideologies––they make their truth appear to be the most ‘natural’ truth, they make you accept their version of reality as given, as real. Brands are created like everything else out of the ‘matrix’ of language and it’s only when things break down that you hear Morpheus ‘welcoming you to the desert of the real’. Writer is a Chief Strategy Officer, Rediffusion DY&R