25: Bizarre, Strange and Highly Relatable

Unseen Unknown

In this house episode, we speak with Concept Bureau strategist Rebecca Johnson about the concept of "weirdness" and brands.

All humans are weird, and brands that are willing to venture into strange and bizarre territories have a chance to connect with their audiences in a deeply emotional way. From Puppy Monkey Baby to the Pet Rock, we analyze brand weirdness's impact on consumer engagement and differentiation.

Weird is risky, but it’s also highly relatable when it’s done right. It can engender a form of trust that brands don’t usually experience with their users, while also signaling a brand’s values and vision.

It’s also a strong force of creativity. Everything new feels weird at first. Instead of shying away, Rebecca talks about how to lean into the odd side of human nature and create something novel.

Links to interesting things mentioned in this episode and further reading:

• Drawing Wisdom from the Weird: Understanding the Influence of Weird on Brands and the Future (Concept Bureau)
• Goodbye Relevance, Hello Relatability: The New Industry of Brand Connection (Concept Bureau)
• Interview: Kevin Kelly, editor, author, and futurist (Noahpinion)
• Private Dinner Party: Clothing Not Allowed (The New York Times)
• The Tube Girl is selling confidence — and her audience is lining up (The Washington Post)
• This Man Married a Fictional Character. He’d Like You to Hear Him Out. (The New York Times)

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