Re: Anti-Establishment Branding

From: Scott Allen <Scott_at_OnlineBusinessNetworking.com>
Date: Tue 20 Jan 2004 23:46:20 -0600

This is new? Anti-establishment positioning is what got women smoking
cigarettes. It's what got Jesse Ventura elected. Jimmy Carter, for
that matter.

How about the Dixie Chicks, k. d. lang, or Hank Williams III as
anti-establishment country artists?

A) There's always a niche.

B) Anti-establishment brands are attractive, even to the mainstream,
because they're "safe and easy dissent". It's one thing to go to an
"anti-insurance" collision specialist -- quite another to actually write
letters to your congressman about tort reform. Given that very few, if
any, people are "100% satisfied" with the status quo, it's very easy for
an anti-establishment brand to appeal to that unspoken/unacted-upon
dissent. People feel like maybe they can "do something about it" by
buying a product that takes a stand, even if they're really not.

Scott Allen
About.com Entrepreneurs Guide
OnlineBusinessNetworking.com





Received on Tue Jan 20 2004 - 23:46:20 CST