I’ve constantly wondered why brands like Apple manage to maintain a rebellious and anti-establishment image when they’ve actually become very much a part of the mainstream. More importantly, I’ve wondered why loyal fans of these brands continue to support them, even though they (the brands) end up standing for everything their fan’s opposed in the first place. Then, it hit me (well after a many hours of reading and researching)! Rebel culture is a key driver of consumerism (the very thing it starts out opposing). Its the need to stand out in a crowd, the need to be different that drives the rebellious consumer and this creates new trends, new products and new markets. The end result – yet another mass product/service. As I continue to read on these issues, I get more and more convinced.
The more you rebel, the more you succeed – especially true in today’s environment. Marketers notice.
If you’ve thought about what I just said, you can now watch this musical on consumerism and see it in a completely different light.
Marketing Commentary by .
Community Vehicular Reclamation Project
The ‘remix’ is still around and it propagates itself in various shapes and forms around us. This (see picture) is yet another example of the counter-culture making its way onto the streets – The Community Vehicular Reclamation Project. Who are the people behind these forms of art today? What sort of a subculture do they live and operate in? What makes them unique and gives them an identity in society?
These are just some of the important questions that I am asking as a marketer looking to understand consumer culture.
So, how is knowing about and understanding this subculture useful to the marketing industry?
1. You could take inspiration from such art in designing your own campaigns (there have been many such in the past and have proven to be an effective way to generate buzz, or get arrested…)
2. These artists could be your “influencers” – so understanding their culture would help you better target them.
3. Even if they’re not part of your target market, the issues they take up could have a direct negative impact on the sales of your product/service – especially given the cultural conditioning of people today.
While many such counter-cultures may appear small and disjointed, history has shown us that it only takes a few small but critical events before one such culture attains critical mass. We need to pay attention.
Marketing Commentary by .
Aug 09
17
Authenticity is now a counter-culture!
I’ve spent the last couple months chatting heavily with people I meet about Authenticity. I’ve finally drawn some conclusions. Its now time to share.
Mainstream culture today readily accepts the unauthentic. Just look at the countless number of airline ads or hotel ads that constantly talk about providing a great experience. Then remember the number of times you’ve been frustrated in dealing with these very companies!
Similarly, think back to the growth and success of the game “Second Life” or to the differences between your own facebook and LinkedIn profiles.
Dove's award winning Evolution Campaign
An ad for Axe Deodorant
Just as William J. Levitt started churning out affordable suburban homes in the post WW2 era, companies today are churning out products and services that lack real authenticity. So much so that some brands are taking it a step further and poking fun at their own lack of authenticity.
So, in essence, the counter-culture today belongs to the REAL AUTHENTIC. So what makes you REAL? Well, for one, the real authentic doesn’t claim to be authentic! It just shows… . Here are a few ideals that I think could lead to a lot of success in today’s environment (provided it adhere’s to your values of course!).
SIMPLICITY – Keeping it real, simple and transparent.
MINIMLISM – a No-Frills attitude.
GROUNDED VALUES - having values that are real, open, grounded and adhered to!
NATIONALISM – Globalization was the Mantra until about a year ago, before sh*t started hitting the fan on Wall Street. Today its more about Nationalism – Canadian companies fighting their bigger stronger American counterparts are bound to get more support!
Posted in Marketing Commentary by Ujwal Arkalgud. 2 Comments