Everyone searches for the truth. I remember thinking when I was a bit younger that I can’t wait for the day when everything makes complete sense. When I was a little bit older I realised that maybe I didn’t want that day to come at all because the truth in its rawness and conception is boring.
Brands have an interesting time developing this theme in their communication. Portraying the truth in their message, a promotion of honesty and transparency is not an easy task. At the best of times the truth about your brand is probably not a great proposition, nor will it help sales or grow market share. In fact, it most likely could do the opposite.
Enter the creative minds and begin ‘the illusion’ and you already have half a chance at throwing your consumers off their search for the truth.
The Simpsons are the most successful brand at achieving this illusion. We know Homer is not the best father; he actually isn’t a father at all. He is a figment of a couple of genius gentleman’s imagination from the U.S. Nonetheless our involvement and association with Homer and this brand is as real as ever. It is as real as ever because the brand is consistently and faultlessly appealing to the elements we know as truth in our lives.
To a certain degree, what we know is true are the many elements within the creations, the plethora of A grade celebrities, current social and political issues, and important figureheads of our time and yet another Rock & Roll band is making an appearance in the show. Coldplay are set to appear in The Simpsons for the 20th Anniversary edition. Ironic, considering their most famous and popular song is ‘Yellow.’
Now I’m a little older again I am starting to realise that the day may never arrive when everything makes complete sense. More often than not the truth is in our association with something- With a brand, a product, even a TV series about a yellow family. The illusion: The space between the truth and our interpretation, and this will have to suffice.
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