Cognitive dissonance is a discomfort caused when someone is confronted with two conflicting ideas at the same time. The theory suggests that people have a motivational drive to reduce this dissonance. This is done by changing attitudes, beliefs and actions.
Adbusters are a canadian based not for profit anti-consumerist, pro environment organization founded in 1989 by Kalle Lasn and Bill Schmalz. Adbusters produces a reader supported advertising free magazine which is devoted to challenging consumerism. They are known for their subvertisments that spoof popular advertisments. Culture jamming is the primary means through which adbusters challenges consumerism. The goal is to interrupt the normal consumerist experience in order to show the underlying ideology of an advertisement.
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| Adbusters Issue 98 |
Marty Neumeier is president of Neutro LLC, a company specialising in brand collaboration. Neumeir looks into how to bridge the gap between strategy and design. His book ‘The Brand Gap is an overview that presents his theory of branding in a clear, direct and visually entertaining way. Naumeier states a brand as a persons gut feeling about a product, service or organization. “The brand isnt what you say it is, it’s what they say it is”.
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| The Brand Gap by Marty Neumeier |
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