Consumers will embrace the fake if they think it can heal them, if it helps them escape reality (downturn, anyone?), if it fulfills their wildest fantasies.
A number of brands that will go for a less-than-transparent approach to business, getting away with hiding, with not being open, with not having mass conversations with customers.
Many consumers will more than accept an opaque brand, if that brand consistently delivers and surprises! Because they like a surprise, or they just want to be entertained, without any action on their part.
EX - Apple customers just want to be dazzled, entertained and looked after
RADICAL OPAQUENESS
so if your are into opaqueness make sure you are hard to duplicate. Make sure you curate. Make sure you're reliable and trusted. And yes, any other kind of opaqueness means you are toast.
EX - Isla Moda (www.islamoda.ae) created by Dubai Infinity Holdings is the world's first designated 'fashion island'. Isla Moda will feature a range of luxury offerings built around the needs of the fashion industry connoisseurs.
Who needs authentic and earthy when you have engineered beverages, yogurts and candy bars that make you younger, more beautiful, and thus more desirable.
- Borba Gummi Boosters www.borba.com/gummiboosters.aspx
- Nestle - Glowelle www.glowelle.com
- Shotbeaute www.danieledewinter.com/shop/product_info.php?products_id=52
- Souvenaid www.souvenaid.com
Also the evermore popular trend for '09 is SIGNATURE SCENTS
Scents are proven to work in 2 areas:
the cognitive, whereby scent is identified with a product to trigger a memory or attach a perception of higher worth
the emotional, in which scent is used to create an environment where the consumer will stay longer and consume more
EX - Cinescent (www.cinescent.com) has successfully tested its scented-ad technology in German theaters for Nivea, with 60-second ads showing a sunny beach scene while the aroma of Nivea sun cream permeated the theater. Exit polls showed a 515% rise in recall for the Nivea ad when compared to moviegoers who saw the spot without the scent.
* Signature is a phrase to keep an eye out for anyway: it's closely linked to standing for something and the need for personality.
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