Imperfectly appealing: the self-ironising brand
Melanie HowardFuture Foundation
Artfully-applied self-deprecation can, particularly for big brands, be a powerful generator of authenticity, says Melanie Howard
Lifting a spoon of yoghurt to her lips with pleasure, Nicole Scherzinger tumbles from a picnic table, an ordered chaos of picnicware around her. Her hair is messy, but in a nice way. On her dainty nose, a dab of Müller Püd chocolate dessert so perfectly circular as to appear to have been mechanically impressed or made by a Renaissance draughtsman. She laughs at herself, everyone laughs too - oh what a time was had....