The semantic branding

The semantic blog » Belonging values could be self-expression values…couldn’t them?

Back to The semantic branding Written on 20-Mar-2008 by cristian.saracco

It looks like a Canadian question… and actually, it is!... The reason why is because I’m using two great examples of Canadian ads. Both are from Molson beer, both are based on belonging values… both are empowering self-expression.

This could be consider as a dichotomy. By definition, there are two main families (allow me to say this in this manner) of values, belonging and self-expression ones.

If you see the first ad, you’ll discover clearly values related to the nation, the key values and behaviours of its people…

If you see this second one, they show by contraposition, values they have and make them different from Americans… They are Canadians or as Joe said, I am Canadian…

So the table is served… Sense and sensibility is present… A strong identity is behind the scene… the brand image is there only for a second… Molson…

Could we consider that in FMCG –Fast Moving Consumer Goods, the tribes are based on this exquisite relation between belonging and self-expression values?