Blog

The things we buy, from appliances to accessories, are full of meanings. Some of these meanings are more obvious than others, but often, if you dig deep enough, you can get a lot of insight from what appear to be very mundane purchases. A person indulging in a juicer or an exercise bike can make a statement about health as a priority (whether they’re actually using the device is another story) while the prominent display of an expensive Sub Zero refrigerator or Viking Gas stoves may say more about wanting to wire the owner’s ability to afford this toy than about their culinary skills. In fact, everyday items such as refrigerators, satellite dishes (which may or may not be plugged in) and even toilets function as status symbols in developing countries.

Still, it is clear that some products, services, and experiences make more sense than others. Marketers need to be aware of this, because these insights can make a huge difference in how they think about what they’re selling – and how they package those meanings for their customers. Sometimes these hidden meanings only come to light when a company overlooks them: Nike had to launch a new line of Pro Tattoo Tech Gear clothing line for women after it was revealed that the graphics used were from a sacred Samoan tattoo that only men wear. Consumers launched an online petition from Change.org and bombarded the brand’s Facebook page with negative comments.

An important, but often overlooked, dimension of meaning is the dichotomy that anthropologists call sacred versus profane. Sacred consumption occurs when we “disconnect” objects and events from normal activities and treat them with respect or awe. Note that the term sacred does not necessarily have a religious meaning in this context, although we do tend to regard religious artifacts and ceremonies as “sacred”. Sacred items and experiences do not have to be expensive or luxurious items; for example, a person’s beloved matchbox collection, which he proudly displays on a shelf, could be sacred in this context. What is fundamentally sacred is in the eye of the beholder.

In contrast, profane consumption denotes objects and events that are ordinary or everyday; they do not share the “particularity” of the saints. Again, note that we are not equating the word profane with profanity in this context, although the two meanings share some similarities. At least in the old days, the two domains didn’t mix. References to organized religions serving the sale of material goods have traditionally been taboo (without Christmas sales perhaps).

Making the profane sacred through marketing

Our ubiquitous consumer culture gives sacred meaning to objects, events, and even people. Many of us consider events like the Super Bowl and people like Elvis Presley sacred. Even the Smithsonian Institution in Washington, DC, has an exhibit that shows “sacred items” like the ruby ​​slippers from The Wizard of Oz, a phaser from Star Trek, and Archie Bunker’s chair from the TV show All in the Family. When Captain Kirk’s gun is presented with the same awe as the Mona Lisa at the Louvre (which, in turn, is virtually inaccessible these days due to the hordes of tourists eager to snap a selfie with the tiny masterpiece), we know things are so are change.

Marketers sometimes find ways to make a product sacred. For example, the increasingly frequent sale of limited items – so-called “product drops” – can accelerate this process. When Rimowa partnered with street brand Supreme to create a suitcase collection that had a whopping starting price of $ 1,600 just three days before its release date, the entire line sold out in 16 seconds. Or, travel marketers can make vacations sacred (ie, special) events, even if a client’s minister doesn’t think their antics are remotely sacred – after all, what happens in Vegas stays in Vegas.

Another innovative strategy is to “produce” sacred places and experiences. When Ajax, the local Amsterdam soccer team, moved from their old De Meern stadium to a larger, more modern stadium (De Arena), the old stadium’s lawn was carefully lifted off the ground and sold to a local cemetery. The cemetery provides the turf for fans willing to pay a heavy price to be buried under authentic Ajax turf! Big minds think similar: When the old Yankee Stadium in New York City was closed to make way for a newer facility, an enterprising company secured the rights to the original sward, which it sells in a freeze-dried “shrine”.

The message is clear; Find a way to make your brand sacred.

Contribution to Branding Strategy Insider by: Michael Solomon, author of The New Chameleons: Connecting with Consumers Who Defy Categorization

The Blake Project helps brands at all stages of development: Get actionable guidance from experts on branding, growth, and purpose strategy.

Branding Strategy Insider is a service from The Blake Project: A strategic brand consultancy specializing in brand research, brand strategy, brand growth and branding

FREE Publications and Resources for Marketers