I’m not underestimating the power of advertising – especially interms of giving people a sense of ‘belonging’ in particular segment groups – but too many think 30″ of wallpaper and a few posters can make anything bad into something good – and whilst that may of been the case in the 50’s-80’s, with technology, people are more informed than ever before and can spot bullshit quicker/better regardless what the ads say.

Take RL as an example. Sure, it’s a hugely successful brand, but I doubt it’s their advertising has been the dominant factor in their success other than pure awareness. But I could be wrong. It happens. While the brand clearly reflects blue eyed America’s country club life, it informs me only superficially about specific brand values and ideology as the social class RL hitches itself to is such a broad composition of people (an entire social class). What does the brand really stand for? I appreciate that it’s meant to resonate with an audience that wants to belong to the RL way of life. But how differentiating is the brand/communication when competitors are using similar blue eyed models shot in almost identical contexts (the same social class)?

Hey, I’m all for carving out your own lifestyle personally – or appropriating something original at least – but it’s difficult from a purely bank account perspective to criticise the success of brands like Ralph Lauren who sells a lifestyle with all the country club trimmings. I mean, the guy’s even managed to self a preppified version of the British aristocratic lifestyle BACK to the royal family themselves – WTF!

I think a key problem is when other brands want to join the party who, often by way of their category, are not well positioned to sell a lifestyle and speak for people’s identity and values in the same way. Quite often then, they just end up looking try hard and silly.

Too many people spout ‘buzz words’ without understanding what they really mean or the true implications of what they’re saying – because lets face it, a fucking whisky ain’t gonna make a suicidal bloke suddenly find happiness and positivity in all that is going on around them – well, not unless they’ve drunk 3 bottles of the shit