When the Sons of Confederate Veterans sued Texas for rejecting their specialty plate, the Supreme Court sided with the state. The decision classified these plates as 'government speech,' granting the government the right to choose which messages it endorses, unlike general-issue plates that citizens are compelled to display.

Advertising is "polysemic," meaning its short, visual nature invites multiple, often contradictory, interpretations. When facing backlash (like American Eagle's ad being called racist), brands should defer to the "authorial intent." Respecting all interpretations doesn't mean capitulating to a minority view that misreads the intended message.

The recurring legal battles over license plates stem from their unique dual nature. They are government-issued documents displayed on private vehicles, creating a contested space where both the state and the individual driver can lay claim to the message, forcing courts to define the boundary between personal and government expression.

Just as red socks make a suit stand out, businesses can differentiate with a single, unique, and even controversial feature. This 'red sock'—like Aritzia's mirrorless rooms or Chick-fil-A's Sunday closures—makes a brand memorable, for better or worse, in a crowded market.

The Minnesota Timberwolves co-opted the regional term "Minnesota nice" for a campaign, creating a clever juxtaposition. It meant both "welcoming to fans" and "a warning to foes," while also tapping into basketball slang for skill. This multi-layered message resonated deeply with the local fan base by creating an insider feel.

A brand that tries to please everyone is memorable to no one. To build a truly strong brand, you must be willing to be disliked by some. Intentionally defining who your customer is *not* and creating polarizing content sharpens your identity, fostering a passionate community among those who love what you stand for.

The first state-issued license plates weren't cheap, stamped metal but were made of heavy, fragile porcelain, resembling fine china. This material choice reflected the automobile's status in the early 1900s: a delicate and expensive status symbol for the elite rather than a practical vehicle for the masses.

As automobile travel for leisure surged in the 1920s, states saw a new marketing opportunity. They began converting utilitarian license plates into promotional tools to compete for tourist dollars, advertising natural wonders and local industries on a medium that traveled across the country.

The disastrous "New Coke" launch, intended to win taste tests, triggered a massive public outcry that demonstrated the brand's deep cultural power. By bringing back "Coca-Cola Classic," the company inadvertently created the most effective marketing campaign imaginable, reminding consumers of their love for the original and halting Pepsi's momentum.