Skip to main content

Its Me, stupid!

If people tell you they love the company they work for, or the cafe they frequent, or the car they drive, they are stating what is an honest lie. They don't love their company, or the cafe, or even the car. Its them they love. All those branded products don't really mean a thing. Well, you may ask, what about the cars, the cafes, and companies?

You see, its what brands do to us that matters. The brands themselves are meaningless, its the personas they construct that have us going ga-ga. The company I work for may allow for greater self expression and articulation. Meaning, it has an informal culture which allows me to sport casual clothes at work, or has me calling my bosses by first names. The Cafe on its part gives me space to 'chill' out. The car elevates me to a status of 'cool'. You see, its me!

They make me! In return I love them. Which is why brands carry personifications that I imbibe (via purchase and use) to make me, me. And I love the made up me. Me loving me's only to be expected. If I insist my love for my company, car, or cafe isn't about me, then I guess its time I had my head examined.

Hey, goes for you too!


Asha said…
Excellent Post Professor!

Popular posts from this blog

Situational Involvement of Consumers

There are two types of involvement that consumers have with products and services, Situational and Enduring. Situational involvement as the term suggests, occurs only in specificsituations whereas Enduring involvement is continuous and is more permanent in nature.

Decisions to buy umbrellas in India are driven by the onset of Indian monsoon. Monsoon rains arrived in India over the South Andaman Sea on May 10 and over the Kerala coast on May 28, three days ahead of schedule. But then, after a few days of rain, South India is witnessing a spate of dry weather. Temperatures are soaring in the north of India. The Umbrella companies in the state of Kerala are wishing for the skies to open up. So is the farming community and manufacturers of rural consumer products whose product sales depend totally on the farming community. The Met. department has deemed this dry spell as 'not unusual'.

India's monsoon rains have been static over the southern coast since last Tuesday because of a…

Prior Hypothesis Bias

Prior Hypothesis bias refers to the fact that decision makers who have strong prior beliefs about the relationship between two variables tend to make decisions on the basis of those beliefs, even when presented with the evidence that their beliefs are wrong. Moreover, they tend to use and seek information that is consistent with their prior beliefs, while ignoring information that contradicts these beliefs.

From a strategic perspective, a CEO who has a strong prior belief that a certain strategy makes sense might continue to pursue that strategy, despite evidence that it is inappropriate or failing.

Ref : Strategic Management : An Integrated Approach, 6e, Charles W L Hill, Gareth R Jones

Consumer Spending

Carpe Diem Blog: From Visual Economics, a graphical representation appears above (click to enlarge) of Consumer Expenditures in 2007, using data from the Bureau of Labor Statistics. Note that total spending on food ($6,133), clothing ($1,881) and housing ($16,920) represented 50% of consumer expenditures and 30% of income before taxes in 2007. In 1997 by comparison, 51.1% of consumer expenditures were spent on food, clothing and housing, and 44.6% of income before taxes was spent on food, clothing and housing (data here).