Glass Half Full

October 13, 2008 Leave a comment Go to comments

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.

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  1. October 13, 2008 at 11:53 am

    The rise of thousands of budget shopping blogs has made budget buying fashionable. Trading Down seems to be a very easy thing to do with some brands. I think we all know that some things are not as important to have as others. I know that I don’t have to have that designer shirt right now when I can just as easily buy a shirt at H&M (or local US equivalent if I am feeling patriotic) and be fine with that choice.

    When it comes to food it is a different story, food is so important to my wife that the quality of the food will have to stay the same -but- we are making efforts to cut back on the amount we consume and eating out much less than we were a few months ago.

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