Demons 👹 Deconstruction & Doja Cat
Why Brands That Lead with Deconstruction Will Build Category-Defining Brands
COVID-19 was a catalyst for deconstruction
This global pandemic disrupted 'business as usual,' forcing individuals and organisations to reevaluate their norms and values. We all started asking questions about the very fabric of our lives, the systems we relied on, and the beliefs that once seemed unquestionable.
What is Deconstruction?
/ˌdiːk(ə)nˈstrʌkʃn/
noun
a method of critical analysis of philosophical and literary language which emphasizes the internal workings of language and conceptual systems, the relational quality of meaning, and the assumptions implicit in forms of expression.
Deconstruction is the process of critically examining and breaking down established norms, beliefs, and systems. Deconstruction invariably stirs controversy, by challenging the comfort of familiarity.
Doja Cat isn’t possessed; she’s using deconstruction for her album roll out
and doing a damn good job at it. Zandile’s consistent unsettling visuals both on and offline paired with her unexpected problematic behaviour subverts traditional expectations of respectability and desirability imposed on female icons in popular culture. Satanic panic always works because it is easier to complain about and critique symbols of evil than it is to confront the real evils in our world (and ourselves).
Manje, why must there be demons?
Occult art direction challenges established social and religious norms, and that's the point. It is the most obvious way to tell a deconstruction story, but deconstruction is not limited to challenging taboos like "demons". It can also be about alternative lifestyle choices such as being child-free or preferring intimate dinner parties at home over wild parties with strangers.
From the age of democratisation to the decade of deconstruction
The early 2000s were about opening up new possibilities—making information accessible, connecting people, and simplifying complex tasks. The focus was on democratisation and expansion. Brands like Google, Apple, Amazon, and Facebook were pioneers in this regard. The 2020s are shaping up to be a decade of introspection and reevaluation.
With the advent of issues like fake news, climate change, social justice, and the COVID-19 pandemic, cost of living crisis and an ever widening wealth gap, people are questioning established systems and norms more than ever. Is your brand asking questions and sparking conversation?
Controversy creates community
Brands that dare to flip the script, poke holes in the what we've come to accept as 'normal,' and offer alternative narratives or lifestyles will become category-defining, in the face of controversy.
They will not just be selling products or services but will be facilitating a broader cultural conversation and challenging what it really means to be good or evil.
