The Parallax View18 Nov 2013
The term ‘parallax’ is defined as a “an apparent change in the direction of an object, caused by a change in observational position that provides a new line of sight”.
The idea of parallax is insightful as it relates to branding because when well executed, certain types of messaging and positioning can shift the observational position of the user or audience, thus changing the direction of a brand.
Dunkin’ Donuts doesn’t make donuts, it makes great snack foods and various coffee drinks that provide sustenance and a caffeine jolt. America runs on dunkin helps to shift perception of this 63 year old brand.
BMW does’t make premium cars, it makes the ‘Ultimate Driving Machine’
Carter’s doesn’t make babywear, it sells products for ‘what really matters’ (i.e. your baby)