Sex and something about different styles in marketing

When reading Martin Lindström's book called Buyology, anatomy of buying, I came accross a Calvin Klein story about using sex in adverstising. They have a quite long history of using wellknown persons in their adds, such as Brooke Shields in 1980. Since that they have step by step increased the visual presence and activity in below styled marketing. Sometimes for example in USA market their adds were very strong with clues & flirtins about sex, the marketing was at times too much for the more conservative customers. As examples of their pics are on the left classical photo with Eva Mendes and on the right more controversial add from them. Personally I find this type of marketing both feeling wise and emotionally intriguing, but for some people it surely is too much. Inspite of personal differencies in reactions and opinions, these sexy adds had a strong influence in creating sexy, publicly discussed and most of all well known image that is part of Calvin Klein still today. Their sales boosted at the beginning and soon everyone had an opinion about them. Also as a brand Calvin Klein became first of all known for trendiness, success, sex, fashion and good physically looks in general. In my opinion they succeeded well with their boldness, had a nerve and courage to build their brand image as it is. Jeans market was sensing to their story and customer needs satisfied.

Sometimes the normal, but a bit controversial and familiar, like safe and secure add can also work well in marketing, as we feel similarities to the typical quite normal looking persons, that we kind of very often are. Normal inspite of our particular and bought styles, which are at time artificial and cosmetics build looks. It's not always easy to find dept in styles, but there are differencies of course. We are in many ways individuals and at least somehow want to been seen as very unique persons and we mix styles to get that wanted uniqueness. But back to the point: This Mihail pic is not physically sexy, at least not to my knowledge and my cultural point of view, but power and wealth feeling can be sensed and some see that sexy. Sex and power related marketing can be used effective and it shows in a way deeper sensing and connection building marketing. Pic in my opinion shows focus, privacy, achieved isolation and that much wanted and accessible uniqueness and privacy at the same time. It depends on the brand and customer needs, how they meet. Like this below Mihail Gorbatsov sitting next to classical Louis Vuitton bag in classical looking vehicle suits well to the brand image and even surpasses it power and position wise. Eventhough using Madonna and sex also will work well with their brand. Their brand image, logo and style are very strong and much copied.
I look at the pic and think what emotions it raises. I believe that life is very much about been open, talkative, free, future and change oriented, I feel connection to Louis Vuitton style in that sense and think that they have succeeded to use Mihail Gorbatsov persona and history well. Achieving to continue their story, to attract men, build connection points and they went to so called to fish new markets like Blue Ocean Strategy show. But of course this all need effort, planning and working out. LV is good example about many styles that can be mixed and how story can be build around power of many, to power of difference also.

So it's not just sex and bold pictures that matters, but for example those genuine things and calming feelings to peace seekers, visuality to visual persons, relaxed and happy moments to many of us. As a summary picking the right ones of all those many things what matter most to us and to the target groups. Learning what gets our brains react. To build a buying feeling, for some even the less effort is enough, but some persons need more push and/or pulls before they are ready to act and buy either a product or service. But too many constant and continuing stimulus can distracts and stress us. Link positive things. Let the negative ideas and things go away or use them to unite, it could also work out.

ECO ERGO SUM
Personally I believe that aspiration towards more tranquil feelings and harmony in our surroundings with nature as a lifelong movie star of our play will be one of the future trends. This trend is closely connected to slowing down, ecologiness and idealism. To draw a connection lines to W project, the locality and traditions are good ways, that many groups have developed and used to link this trend. This in my opinion builds proactive role to future consumers. It's also modern collective team work.

Let's head on towards future and create our own path without cutting all those green trees down. Saki