Read the entire post here: https://crop.ca/en/blog/2019/270/

The power of brands

The topic of this week’s blog post came to me after I had to create the table below. Even though I have been doing this job for more than 30 years, I am still fascinated when I encounter such phenomena!

When you look at this table, it is easy to see that these companies are selling much more than weather-appropriate clothing and accessories. Consumers who have purchased The North Face brand of products over the last year, for example, index much higher (at 159) on risk-taking to achieve their goals or simply to experience excitement! The same obtains for the need to set motivating and difficult challenges (at 141), and their willingness to bend rules and regulations to get what they want (at 117).

But what does a jacket or a pair of boots have to do with personal achievement and transgression?

That’s exactly what the “brand experience” is all about. When you buy a brand’s products, you are not merely fulfilling a utilitarian need. A brand is a promise, a guarantee, but also, more than ever, a lifestyle, a mental space.

The advertising and promotion done by the brands in the table above has been very successful in associating them in the minds of consumers with a lifestyle and motivations geared towards self-actualization (at the cost of taking risks and transgressing norms). These brands have managed to convince these consumers that wearing their brands lets them fantasize about the lifestyles and mentalities that these brands evoke. As if, just by wearing these clothes, they can join, in some small way, the ranks of the “transgressive achievers”! And it works! (Just read the indices on the table).

Not all consumers who wear the clothing of these brands share this kind of fantasy, but there are enough of them to indicate that the positioning of these brands is working perfectly.

And of course, we are paying for it! These brands can afford to charge more for their products because, in addition to clothing us, they make us dream and fantasize; they excite our imaginations! All that comes with a price tag!

Think of Jimmy Chin’s exploits for The North Face or the myth surrounding Patagonia’s founder Yvon Chouinard, or the political, controversial and provocative position of Nike, when they made a deal with NFL player Colin Kaepernick. Such techniques work perfectly to fire the imaginations of a substantial number of transgressive achievers across the country and incite them to buy clothing or accessories from these brands so that they can participate in and feel apart of these mythologies!

A social as well as market division

However, this is an issue on which citizens and consumers are divided, in this era of exaggerated consumerism versus moderation associated with financial and social responsibility.

It is undoubtedly due to the success of their advertising and marketing stratagems that companies are accused of creating needs and of “selling refrigerators to Eskimos”!

Many consumers (and citizens) will argue that if we already own practical clothing, companies are creating needs by offering new styles that we associate with seductive fantasy worlds. This brings us back to No Logo, the powerful book by Toronto journalist Naomi Klein (Random House, 1999).

Continue reading here: https://crop.ca/en/blog/2019/270/