All tagged Standing out
Brands today are quite different from the brands I grew up with. Many of them are quite explicit about what the stand for and believe in, even if that narrows their target market.
These brands, I'd argue, achieve far greater loyalty and commitment than those that don't. Because, as I discuss in today's episode, consumers are sick of fitting in. And they expect brands to reflect that.
When I was 22, I decided to get my ear pierced.
I was a Business undergraduate working in Marketing & Sales, but with a wannabe musician buried deep inside who was trying to find a way to express his “Inner Bono”. And the form of that expression at that age was, ultimately, to get an earring. And so I did - a diamond stud that I wore all the time and never thought twice about.
I’ve talked before about how technology has democratized access to the tools that help us create. This is as true in fields traditionally considered to be creative as it is in those that are more commercial. We have options in terms of how we do our work, how sophisticated we want its production to be, and where and when we distribute it.
“People want companies and the world around them to align to their values, their goals, their needs, their interests. People want to find where they belong. They’re sick of fitting in.” Chris Brogan
We’re in a very different age from the one I grew up in. Back then, consumer brands exhibited personalities along parameters that were, generally speaking, non-controversial. It was important to offend no-one and “to stand out” was to do so along ‘conventional’ lines (sexy was cool but in a heterosexual way; models were never plus-size; family units started with a man and a woman, etc.).
