The problem is my personal experience with branding keep coming in between my readings. I was once (and I have done it only once, I am in no hurry to repeat the experience) splurging money and among other things I wanted to buy a handbag. I narrowed it down to two, one was Hidesign (must be their most basic range) and other had no name on it. Both were same price. I can’t find a good link to one of Hidesign’s print ads (and I am not particular to provide a link here) but I find them so obnoxious that I bought the other no name bag.
We all know that advertisers often target a particular segment and ‘type’ of personality with the right kind of cash in the pocket. The problem is I may occasionally have the cash to spare but I have no ‘aspirations’ to lead the particular kind of lifestyle they are insinuating at. And I am sure they must be having a name for my kind of cattle err consumer.
And I am reading about branding! Initially I would just switch off when I read what I didn’t like. Now it is a bit better. I can read on even though I may disagree with the idea.