lifestyle advertising in a customer-centric world
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Activity:
14 views;
last activity : 07 06 2010 20:18:09 +0000
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Define lifestyle advertising rightly
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Mirroring life as it is
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lifestyle obsession
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I’m totally and utterly fed up with marketers talking about lifestyle brands. Why? Because they have no idea what it means. And neither do I, frankly. Ask them to specify what the implications of ‘lifestyle’ are in terms of their advertising and brand communications and what you’ll get is a response full of fluffy drive. What you’ll get out of them is that ‘lifestyle’ means nothing but advertising clichés; the very stuff that makes advertising indistinguishable from wallpaper. Actually, it’s what makes it wallpaper. I think first we need to define this kind of advertising properly |
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This kind of advertising is all predicated on the assumption that
mirroring what the marketer superficially assumes to be ‘aspirational’
for his/her audience is going to generate brand growth. The reality is
that this thinking and the advertising it leads to constitute the
lowest common denominator in almost all consumer goods categories. And
its remarkably uninspiring, not to mention undifferentiated.
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This ‘lifestyle’ obsession is not just an Asian thing - it’s global [though emphasis on 'First World countries'] and with more and more brands focusing on selling ‘aspiration’ interms of “lifestyle enhancing material products” it’s only going to get worse, especially with so much job/life dissatisfaction going on. The big question is which came first for some people - the disappointment of life or the pushing of ‘brand lifestyle promises’? |
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