The Art of Double Meanings
Another bible publishing company, NavPress, also looked to infuse double meaning into one of its best-selling Bibles, "The Message." This bible is actually a paraphrase by Eugene Peterson, a pastor whose lifework involved translating the Bible into modern-day language. NavPress created a version of The Message called "Conversations," and included “selected excerpts from Peterson’s sermons, seminary notes, books and devotional writings; contemplative sections that encourage a time of prayerful reflection; and an essay by Eugene for enhancing one’s time in God’s Word.”
NavPress knew its cutomers would welcome this double benefit of having Peterson as a “portable pastor” alongside of them as they read and studied this Bible.
How can your brand infuse its products with double benefits? Double meanings? What would it take to accomplish something even more meaningful with your product development team?