A few examples of how this meme can be used.
2007
Situation
Knight With Arrow In Helmet
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How it’s used online
How it is used online: The Knight with Arrow in Helmet is usually used when things are going pretty well until one annoying thing gets in the way. Typical examples are “my entire morning routine → snooze button”; “plenty of motivation → procrastination”; “giving a great speech → voice crack”; or “a perfectly planned wedding → rain”. Sometimes the knight is someone who thinks they have everything under control, while the arrow is the one weakness or problem they forgot about, like “an entire company security system → one employee clicking a phishing link”. It can also be used when something huge or powerful gets brought down by something that looks almost harmless in comparison, like “an entire power grid → one bird on the wrong power line”.
How it’s used by brands
How brands use it: Brands can use the knight for something that looks strong or works well, and the arrow for the one problem that still gets in the way. That does not have to be a huge flaw either. It can be something small that keeps annoying customers, like a shipping fee at checkout, one missing integration or the one report that still has to be done by hand. A production agency could use “producing abroad → language barriers, time zone differences” and then explain that it handles the communication and execution. You can also take a small shot at competitors, like putting their product on the knight and “high fees” on the arrow, while positioning yourself as the cheaper alternative. Or flip it around completely: the knight is the old, complicated way of doing something and your product is the small arrow that takes it down. It also works for making fun of yourself, like “perfectly planned launch → typo in the email”, or for your own wins, like “our biggest sale yet → the website crashing under the traffic”.
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Creator: Rachel Ailin
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