Jaguar, the paradox of originality, and why the future needs a little familiarity.
We humans have a complicated relationship with novelty. We’re drawn to the new, but reassured by the familiar.
Industrial designer Raymond Loewy called it MAYA: Most Advanced Yet Acceptable.
Jaguar’s reinvention mucked this up, but they recently rediscovered something fundamental about human Nature.
Read MoreWe measure what advertising does for the advertiser. Impressions. Clicks. Conversions. Sales. Return on investment. CLV.
We rarely measure what billions of advertisements collectively do to everyone else.
The interruption. The mental effort. The commercial use of shared space. The repeated images of particular lifestyles, bodies and definitions of success. The gradual replacement of meaning with messages designed only to provoke an immediate response.
Cultural pollution is the cumulative damage caused when commercial messages take more from culture than they give back.
Marketing can contribute to culture—or it can pollute it.
Applied Chaos is interested in both. Not just what makes brands effective, but what they put into the world—and what happens as a result.
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