Path on Turn to the Dark Side


Using shock tactics and controversy traditionally required brands to tread carefully, lest they unduly offend or alienate consumers. However, in a marketing landscape where comfort is king, this approach is becoming increasingly relevant.

In his article ‘Turn to the Dark Side,’ Path’s Director of Strategy, Ben Sillence provides insight and advice to help marketers appeal to the darker side of our psyche, tap into discomfort and provide disorientation will not only slice through into the minds of consumers, but stay lodged there.

Read the full article here.


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