Day: January 18, 2013

Satire and parody as critical strategies

In the field of branding, “baseline” is the advertising phrase that accompanies the brand in all the media supports used to promote it. Nike’s “Just do it”, Nokia’s “Connecting people”, the “Move your mind” of Saab or Apple’s “Think Different”. In colloquial terms, branding professionals refer to the “baseline” as “vaseline”, that is to say, […]