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August 28, 2008
Quiksilver Ad Contradiction
Posted by Brad Abare | Filed under: Brand & Identity
Flipping through the September/October 2008 issue of GOOD magazine, I came upon this ad from Quiksilver. When you zoom in on the ad copy, you read this:
Just as I was reaching a point in my life where I was beginning to feel part of something, I've become restless for a new me.
When you know who you are, new ideas are icing.
Excuse me Mr. or Mrs. Quiksilver Ad Copywriter, but if I'm always restless for a new me, how will I ever know who I am? And if I don't know who I am, according to your ad copy, I guess new ideas will never come to me.
Therein lies the rub. Too many organizations today are restless and, in the name of innovation, they are continually trying to figure out what it means to be who they are. A restless person without a sense of who they are will always be on the lookout for a new "me." The same goes for companies.
Yes, I realize this is just an ad and its attempting to catch the GOOD hipster's attention by its pithy copy and identity searching vibe. However, it does speak to the continuing unfolding drama of people and companies that lack a true understanding of identity.
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