A classic example of a brand breaking our first core condition - congruence - you pay an aging rocker a load of cash to tell users how great your product isonly issue being a) he doesn't use the product he's endorsing (so what we say - how many celebs use the stuff they're asked to promote) but......b) he couldn't even if he wanted to - they don't insure musicians
a serious mismatch between what the brand is outwardly saying - and what is actually going on for it internally - plainly the brand isn't anywhere near as rock and roll as it was pretending to be
an insurance company brand jacking the inglorious bastards tailor (see here) - now that would make a good ad....
