Throughout history, the fork has had a bad rap. I'm not talking specifically about the eating utensil, which has got off relatively lightly. I refer to the serpent's forked toungue, which heralded the fall of mankind, the chicanery of two-faced politicians, the crossroads where the devil lies in wait. I refer, effectively, to the fork as a metaphor for choice, change - and trickery.
People are deeply suspicious when it comes to choice and change. We say we embrace both, but when it comes to the crunch, most would rather never reach that fork in the road (except for a brief period in adolescence, when any alternative seems more exciting than a family night in). The fork is temptation and risk. It's scary and dangerous. Best to plod along on the same path.
Anyone who markets to people, or, for that matter, anyone who has any dealings with people at all, needs to bear in mind how little they like change. People are naturally risk averse and need help at the crossroads. They need guidance to feel comfortable with the choices they make, be it brand choices, life choices or whatever. Brands can be these guides, but only with the right authority and empathy. Otherwise they risk raising suspicion. At the crossroads, it's easy to be mistaken for the devil!
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