With an eye towards fueling rapid growth, companies increasingly look to create
paradigm shifts – replacing one conceptual world with another. These industry-transforming revolutions can seismically alter a brand's fortunes.

To change perceptions, subtle changes just won't do. Brands need to embrace a paradox
– a seemingly contradictory (yet true) idea that speaks to the core consumer, while appealing to a new, broader audience, as the success of these brands proves:

• Target paired High Style with Low Prices:
  Bringing in the core bargain hunter, attracting the brand-conscious shopper.
• The VW Beetle joined Whimsical Details with High Performance:
  Playing to Bug loyalists, appealing to engineering-driven drivers.
• iPod paired Complicated Technology with Simple Design:
  Pleasing the techie crowd, putting a cool gadget in everyone's hands.

With media becoming increasingly more of a commodity business, adopting the
Paradox Principle can help brands redefine, re-engineer and reinvent themselves.

Agree? Disagree? Have something to say? e-mail us at info@truthco.net
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©2005 truth consulting ny inc.
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the truth about: the paradox principle