The things we buy from appliances to accessories are full of meanings. Some of these meanings are more obvious than others, but often if you dig deep enough you can gather a lot of insights from what seem to be very mundane purchases.
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Clearly, products and services link to our feelings and behaviors. But just how tight are these linkages, and how important are they to marketers?
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Sociologists refer to the set of individuals and organizations that create and market a cultural product such as a record album, a movie, a shoe style, or a football game as a culture production system (CPS).
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Luxury marketing is largely about exclusivity. If everyone has it, it’s not luxury. The popular bumper-sticker slogan, “He who dies with the most toys, wins,” summarizes the desire to accumulate these badges of achievement.
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When we’re not sitting on Zoom calls, foraging for supplies, or fretting about health or finances, our thoughts turn to what life will be like when the madness subsides. We’ll probably witness significant changes in how we relate to others (no more handshakes?), how we work, how we play, and certainly how we consume.
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on brand strategy and brand management and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States, serving marketers around the world.
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