"positive and abundant" messaging brands are not brands at all, they're defensive marketing postures that do no good, but do no harm either. It's the brand equity equivalent of a zero interest money market fund. brand equity is proportional to brand risk.
That's a good analogy and an instructive example of why that thinking is wrong. Victoria's secret essentially marketed to what feminists call the "male gaze". Basically, marketing to women's views of themselves as seen through male eyes. It worked for a while.
-
-
It has stopped working and VS stock is tanking, and it's gotten embroiled in the Epstein scandal too. Shows the risks of gender-essentialized marketing. Ironically, essentialized gender is necessarily marketed to all genders because it is externally referenced.
-
Flip it, and marketing to essentialized ideals of men inevitably is marketing to the female gaze, so it has to track how women see men. So your best bet to do that is actually reshape what women think of as "hot" in men.
- 4 more replies
New conversation -
-
-
I can see the parallel analogy. Men obviously want to look attractive in women’s eyes as well. Gender aside, I think your points on brand risk commensurate to skill in managing risk are insightful. I think early Soylent pulled it off with their troll marketing re: “end of food”
Thanks. Twitter will use this to make your timeline better. UndoUndo
-
Loading seems to be taking a while.
Twitter may be over capacity or experiencing a momentary hiccup. Try again or visit Twitter Status for more information.