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"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.
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I think the fast food chains have been getting good at the game slowly, trolling each other and occasionally the consumers. Most of the good examples are in political brands where the downside risks are mitigated because you don't care about the other half of the voters anyway.
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It would be a very foolish thing to do because the MRA/redpill crowd is a small fraction of men, and most men actually enjoy cordial relationships with women in their lives, including ones where it's non-sexual. Worse, that demographic is not that economically valuable.
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Also note that a ton of all shopping for men's consumption is actually done by women. My wife picks out most of my clothes, shaving foam brand, protein powder etc. Most men hate shopping and prefer it this way. So there's no upside to trying to play the gender wars in marketing.
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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.
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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.
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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.
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I've seen your "tonic masculinity" tweets and I think you're basically barking up the wrong tree. Inverting the valence of "toxic" so literally is an ineffective and reactionary way to counterprogram woke demonizations of men.
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