Glass Half Full
Most of our clients’ brands are sold in the mass arena so given the current economic situation, you can imagine the flurry of “splurge versus steal” and “value reframe” pitches going out of this agency’s doors. That said, it’s awfully challenging making that story feel fresh — or palatable, since trading in class for mass could be seen by some consumers as a hardship. So I was interested to see Mark Dolliver’s report in AdWeek (subscription required) on a new survey that suggests there’s not as much stigma in “trading down” as maybe we all thought. While a tiny portion of Americans reported feeling “embarrassed” or “upset” by having to buy cheaper brands (4 and 2 percent, respectively), the majority felt “practical, knowledgable and clever” (72, 62 and 51 percent.)
While we’re on the topic of the economy, I can’t think of anyone handling the whole “trading down” message better than Target — the “Brand New Day” campaign was the first I noticed that managed to credibly (and stylishly) make lemonade from these fiscal lemons we’ve been handed. I [heart] you, Target.