Were did you get THAT from?

As we read these weeks readings, we begin to see and understand how advertising and image are parts to the companies ultimate goal of developing and maintaining a brand. It goes beyond just reaching out to consumers and getting them to buy your product, it is about establishing relationships between the consumer, product and company. Referring back to Paco Underhill’s observations of people shopping and him being about to predicting what kind of deodorant people use is a helpful way for me to understand statements like “the most important message the brandfest can convey about the brand is its fit with owners lifestyles and relevant role identities” (391) and “That a person can develop a relationship with a possession” (388). As much as companies establish specific demographics and target audiences, consumers are identity with certain companies. People like identifying with products. A good example for understanding this is the i-pod. What does it mean to have an i-pod? Why have other company not been able to break apples domination in the music player industry? One reason has to do with the identity having an i-pod give back to the consumer.

There is one caveat, which the reading subtly mentions. For the most part the more exclusive and in demand the more likely it will be able to establish a brand and in turn a consumer identity. Once this appeal is lost and consumer’s identity “unwanted” association (either people or impressions) with the product then it loses its allure.

As a result brandfest, Niketown and Coke factories have all been created in order to maintain this demand and uniqueness. This raises questions of when will the unique become the norm and when this threshold is crossed what will happen?