Instead of trying to ignore the conflicting desires in a situation, successful brands acknowledge the paradox and resolve it in a fresh and interesting way.
Target: I want to be stylish and hip, but I don't want to spend a lot of money.
Before Target reinvigorated its image, shopping at a discount retailer wasn't something to be ashamed of, perhaps, but it certainly wasn't anything to draw attention to. Many stores radiated an air of 'you don't want to be here, and we don't either, but at least you're saving a couple of bucks.' Target identified this conflict and removed the inferiority complex from its stores and its product lines.
Nike: Participating in sports is exhilarating, but I'm out of shape and tired, so I'll watch somebody else do it on TV.
Nike has taken on the challenge of making the difficulty of exercise its selling point: 'Just do it,' even though it's tough.