This article from The Atlantic offers an interesting, in depth look at an ad campaign for Panera, the bakery-café restaurant chain. It discusses the esoteric nature of its branding.
This too is a great example of how different branding a corporation with a big ad budget is from marketing a small business. If you’ve got the budget to put the message in front of your audience on many occasions, you can develop this type of nuanced image. Most small businesses simply don’t have that luxury.
From The Atlantic: One Thing Considered: Why Is Panera selling us dirty lettuce? The fast-casual bakery chain’s ad campaign, “Should Be,” navigates the thin line between food marketing and foodsplaining….