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| Aspirational This and Inspirational That |
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| Thursday, 03 May 2007 | |
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Aspirational This and Inspirational That A quick funny thought before I head to bed………. I was kicking around the office today with Neal and Aaron. We began to discuss various things about branding – shop talk. We touched on the various types of brands and the positions that brands take. The conversation quickly drifted to aspirational brands – my favorite! They are the ones that make you work harder.:) According to the collective community that we all know as WIkipedia, an aspirational brand is defined as the following: In consumer marketing, an aspirational brand (or product) is one that a large segment of its exposure audience wishes to own, but for economical reasons cannot. An aspirational product implies certain positive characteristics to the user, but the supply appears limited due to limited production quantities. Then, we had some visitors in from Japan and drank some tea - refreshing. When they left we quickly picked up where we had left off. However, this time we started discussing inspirational brands. In a moment that can only be defined as hilarious I did a quick search and found this from the Hampstead Villager: “Alec Baldwin Endorses Liv’n Out Loud! Clothing An Inspirational Brand of Sun-Washed “Comfort-Stuffs” Doesn’t really make a strong case for wanting to be an inspirational brand. Do a quick search on Alec Baldwin if you need to clarify:) Neal, having worked years on building the Harley Davidson business with CL said, “ It’s really not an inspirational brand until someone wants to tattoo it on their body”. I can’t really disagree with that. Score: Neal 1 Erik 0 I ask one simple question. How many brands have created such a unique experience, such a cult following that people want to tattoo it on their body? I have to know………….. Comments (0)
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