Conquering Consumerspace: Marketing Strategies for a Branded by Michael R. Solomon

By Michael R. Solomon

This publication - "Conquering Consumerspace" - is one other in a contemporary and possible endless move of tomes that attempts to persuade us how the shopper is in whole keep an eye on of the procuring approach and desires to be engaged in a collaborative version. Message acquired. in spite of the fact that, the saving grace for this identify is that its writer, Michael Solomon, is the director of Mind/Share Inc., a consulting company focusing on on-line shopper learn. The quantified insights he deals, that have been generated from his corporation, are certainly attention-grabbing and make this paintings a standout from the blasé books of others.

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4 Many advertis- 42 Conquering Consumerspace ers intuitively understand that if they want to sell products, they need to convince people that their performance will improve if they buy them. Linking a brand to success in a social situation, whether a round of golf, a family barbecue, or a night at a glamorous club surrounded by ‘‘jet-setters,’’ is a common advertising strategy. 1. Are You What You Buy? If we were, in fact, shaped by our possessions, we would expect to find that people resemble what they own—sort of like the popular notion that over time dog owners start to look like their canine companions!

A marketer who wants to subtly demean the com- How Products Get Their Meaning in Consumerspace 45 petition might do so by embedding rival brands in contexts where negatively valued people display products that research has shown to be avoidance items for a particular market segment. THE BOTTOM LINE The extended self is composed of products we value and those we despise. By identifying sets of both positively and negatively valued brands for a particular consumer profile, a marketer can use this information to position his or her brand by linking it to the positive ones and/or linking rival brands to the negative ones.

S. homes. The more avid fans of American popular culture have been known to stage cookouts around imported brick barbecues and trade in their Toyotas for expensive imports such as Chevy vans. Teenagers in Tokyo who wish to emulate California cool can occasionally be seen cruising the streets with surfboards strapped to the tops of their cars even though the ocean is nowhere to be seen. In China, new housing compounds bear names like Orange County and Manhattan Gardens, and a high-end Buick is esteemed as a luxury car.

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