Subscribe to RSSSex, sex, sex… Somehow we knew that would get your attention.
By Julie Glassman.
Sex doesn’t really require much by way of branding. We all know it sells. But, is it really enough to make your brand all about sex and little more?
Let’s see. There’s Carl’s Jr., a fast-food joint that sells… sex. Victoria’s Secret, a lingerie brand that sells fantasies to men – more so than push-up bras to women using – yup, sex. Abercrombie that sells cotton tees and khaki shorts to teens (not unlike the lily white Gap) using… uh-huh… sex. GoDaddy even sells domain names and generic website templates using, of all unrelated things… sex. And all quite effectively I might add. So, with the success of these brands, and many more, I must admit that I’m beginning to change my opinion that selling sex is all action, no substance.
Perhaps when a brand attaches itself inextricably to something so visceral, primal and powerful, the offering doesn’t really matter that much at all. Take religion, spirituality, weight loss, longevity… Tie your image to one of these intangibles, desirables, gotta have it-ables, and watch profits rise. People want “in” on what they want most. Enlightenment, the perfect body, immortality, a one-night stand. If a product claims to deliver that and nothing more–and its wrapped in a compelling, convincing, and audience-appropriate package — the substance, the meat, is truly secondary.
Does Kim Kardashian really get off on salad? Not likely. Do women really like their men doused in cheap Axe body spray? Doubtful. Do you know anyone who’s lost 35 lbs in 2 months by taking a pill with 10 patented and clinically proven fat burners and nothing more? C’mon. But, when the sale is aspiration, living the life you want, being the person you’ve always dreamt of being—as in the sale of lottery tickets and nickel slots—people pay for an opportunity, a glimmer of hope, a snowball’s chance in hell… even if its one in a million.
Branding is all about laser focus, commitment, promise, connection and influence. So go ahead, hang your pants on something your audience really, really wants. But you’d better be willing to go all the way. Otherwise, the real zealots, the committed, the wanna be converted, the most desperate will be left begging for more.
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1 Comments
Howdy would you mind sharing which blog platform you’re using? I’m going to start my own blog in the near future but I’m having a hard time making a decision between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your design and style seems different then most blogs and I’m looking for something completely unique. P.S My apologies for being off-topic but I had to ask!