Tuesday, January 30, 2007

Brand Identity=Your Identity. Didn't You Know?

I just got a call from a consumer survey group, which—well, I don't know how they got my cell phone number, but it was probably because I filled out a bunch of forms on the internet, and now I'm kicking myself. A highly disinterested-sounding (and rightly so) phone rep asked me questions about my brand choices, settling on the topic of cigarettes. I'm a light smoker—a pack a month, maybe—so I treat myself to cigarettes that don't make me foul-smelling and vaguely nauseated: Nat Shermans, about $8 a pack. The rep didn't recognize the brand name, but proceeded to ask me questions about Marlboro and Camel, including:

"Which brand is a fun brand?"
"Which brand is always introducing new products?" (Is that good or bad?)

and the best of the bunch:

"Which brand helps you express your individuality?"

My response: "Definitely neither."

I have a whole bunch of thoughts about the way in which "individuality" is a notion that's been coopted by branding, but right now I'm too gobsmacked to be articulate. Which brand helps you express your individuality, indeed.

2 comments:

Ms. MiniDucky said...

You're not completely convinced that anything you consume is a direct reflection of your social worth? Really? Hmm ... the marketing gurus everywhere have failed a little bit today.

;) So many surveys and ads are aimed at eliciting a viscerally positive must-have emotion these days, it's rather discomfiting, really.

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