marketing into every fibre of its corporate concept-from the chain's
association with books, blues and jazz to its Euro-latte vocabulary
•Scott Bedbury, Starbucks' vice president of
marketing, says that "consumers don't truly believe there's a huge
difference between products," which is why brands must "establish emotional
ties" with their customers through "the Starbucks Experience."
•Starbucks sells “the romance of the coffee
Nike using images…
•The photographic image
normalises and naturalises cultural meanings concealing their constructed
nature from us.
superstars to sell the idea of sports
perfect male bodies as symbols of “transcendence and perseverance”
-- The body as
the expression of identity
knowledge and uncommon skills
power, strength – performance
success through striving “just do it” “write the future”
appeals to the deep emotional connection people have to sports and to the
health and fitness of their own bodies and display of their bodies
•Nike went through a change in the late 1980s and
•Phil Knight, CEO:
"For years we thought of ourselves as a production oriented company,
meaning we put all our emphasis on designing and manufacturing the product. But
now we understand that the most important thing we do is market the product.
We've come around to saying that Nike is a marketing-oriented company, and
the product is our most important marketing tool."
•the inspiration of sports allows us to rebirth
•"Polaroid‘s problem,“ said the chairman of
its advertising agency, John Hegarty, "was that they kept thinking of
themselves as a camera. But the '[brand] vision' process taught us something:
Polaroid is not a camera-it's a social lubricant."
•IBM isn't selling computers, it is selling
•Swatch is not about watches, it is about the idea
•Diesel Jeans owner Renzo Rosso told Paper
magazine, "We don't sell a product; we sell a style of life. I think we
have created a movement.... The Diesel concept is everything. It‘s the way to
live, it's the way to wear, it's the way to do something."
•Body Shop founder Anita Roddick explains her
stores aren't about what they sell, they communicate a grand idea — a political
philosophy about women, the environment and ethical business.
•Tommy Hilfiger … is in the business of signing
his name. The company is run entirely through licensing agreements, with
Hilfiger commissioning all its products from a group of other companies: Jockey
International makes Hilfiger underwear, Pepe Jeans London makes Hilfiger jeans,
Oxford Industries make Tommy shirts, and the Stride Rite Corporation makes its
footwear. What does Tommy Hilfiger manufacture? Nothing at all.
•Naomi Klein No Logo:
•“The idea of selling the courageous message of a
brand, as opposed to a product, intoxicated these CEOs, providing as it did an
opportunity for seemingly limitless expansion. After all, if a brand was not a
product, it could be anything!”
•Lifestyle is about constantly reinventing the
company and the brand
•Creating emotional connection to the brand in the
mind of the consumer
•Enabling consumer to see and experience it as an
identity and an individual choice
•Public Spaces and community events constantly
invaded by brands that “sponsor” community events and activities
•The Media is dominated by corporate needs and
corporate power – criticism of powerful corporations in the corporate media is
•Most people become unaware of how corporations
control public space and accept public space as the place where corporations
carry out activities
FROM WEEK 5
What are we consuming….
•A material element and a
•About more than the
satisfaction of 'needs'
•Status, class, and
outgroups and Others.
Consumption and Status
•Consumption = symbolic
marking out of status groups
•Mary Douglas: objects
mark out symbolic status
•Thorstein Veblen 1889 –
•conspicuous consumption --
•WIKI: spending on goods and services acquired mainly for the purpose
of displaying income or wealth.
•engaged in by all groups
but especially lower and middle income groups,
•conspicuous consumption is behavior whereby an
individual can display wealth through extensive leisure activities and luxury
expenditure on consumption and services.
•an individual's conspicuous consumption depends not only on the actual
level of spending but also spending compared with that of others.
Think about Facebook
•I’m in Paris!! Prague!!! Frankfurt!!!!
•Look at my new _____
•I’m eating at _____!!!!!
•Look at ____!!!!!
•In “The Economic Theory of Women’s Dress” (1894),
Veblen writes that the three cardinal principles of women’s dress are:
“it must afford prima facie evidence of incapacitating the wearer
for any gainful occupation” (72-73)