Branding overriding our brains
Consumers are starting to back lash against over branding. Every thing is sponsored and a lot of what you think is traditional media is being paid for. I'm a regular viewer of the Colbert report and this hit home last night when he had Lucas Conley on his show, the author of OBD, Obsessive Branding Disorder. Here's the clip:
I have to look at this through two different lenses. As a consumer, I'm sick of meaningless labels being placed on products. Sure, I can see past "Nascar meat", and I have to admit buying stupid things just because they have a logo from a favorite sports team. Where I have the problem is with kids. I'm not sure they have the maturity to know what's a marketing play and what is not.
As a marketer, we're always trying to create "lifestyle brands". This give the product manufacturer the ability to "license" the brand, and frankly make more money. Marketers can screw this up, however, when they place a brand label on any type of product they can find just to make a buck.
I'm not suggesting any type of regulations. That would make things worse and parent's have a responsibility to educate their kids. If anything, I'd suggest more economics and business education in schools so that people would understand the motivations of people in a free market system.
What I do like, even as a marketer promoting "lifestyle brands" is someone like Lucas Conley who calls us out every once in a while for being stupid.
- Paul Herring
BTW - this column is available for sponsorship by any lifestyle brand. Really, I mean any lifestyle brand.