This and that! The science of paradox brands
24 Jun 2022
This and that! The science of paradox brands

While coherent brand identities are seen as an achievement for strategists, diversifying societies challenge this narrative. Canvas8 spoke to Dr. Maria Rodas about how tapping into cognitive flexibility and inviting people to connect with contradictions can help engage bicultural audiences.

Maria Rodas

Maria Rodas is professor of marketing at the Gies College of Business, University of Illinois at Urbana-Champaign (UIUC). Her research interests focus on branding, and cross-cultural and multicultural consumer behaviour. Prior to joining UIUC, she was assistant professor of marketing at the University of Southern California’s Marshall School of Business and received her PhD from the University of Minnesota. Dr Rodas received an MBA from Columbia University and spent a decade working in management consulting and the consumer packaged-goods industry. Her industry experience is predominantly in brand management, with brands including Yoplait, Old El Paso, Wrigley’s Extra Gum, and Palmolive.

India Doyle

India Doyle is the editorial director of Canvas8's Library. She oversees the editorial direction of research across content types to ensure Canvas8 members understand changes in consumer behaviour and culture and the opportunities around behavioural change. India has worked as a journalist for ten years, interviewing industry and cultural leaders including Christy Turlington, Olympic boxer Ramla Ali, and Rolls-Royce CEO Torsten Müller-Ötvös. She has contributed to SHOWStudio, Dazed and Confused, ekathimerini, Wonderland, and Dapper Dan magazine.