We know that brand positioning needs to be created on different levels. I am here not talking about the functional benefits but more the emotional benefits.
Sex is of course a strong emotion that connects to people.
Here you find an example of the brand Diesel that likes to rebel against the norm with a sense of humor. Diesel is, as Calvin Klein was in the 90s, at the forefront of a shift in marketing from using the classic codes of erotica to those of porn. It takes the approach of 70's style porn photography.
