A tenet or proposition contrary to received opinion; an assertion or sentiment seemingly contradictory, or opposed to common sense; that which in appearance or terms is absurd, but yet may be true in fact.
You have to think of your brand as a kind of myth. A myth is a compelling story that is archetypal, if you know the teachings of Carl Jung. It has to have emotional content and all the themes of a great story: mystery, magic, adventure, intrigue, conflicts, contradiction, paradox. Deepak Chopra