August 07, 2007

The Cream Of The Icebox (2)

Both Kevo and Emma raise interesting questions about how and when we use a brand in their comments on my most recent post.

Kevo points to the contrast between the regular Magnum consumer (in elasticated waist pants no less!) and the slim and dusky beauties in the advertisements. There's a similar irony in the beer-bellies that flesh out the replica jersies that have become such popular fashionwear for sports fans here in Ireland (and across the water in the UK). I remember locals in Hong Kong liberally dousing precious cognacs in Coke (much to the horror of the brand-owner).

I guess we don't always have a say in how our customers use our brand (as Burberry learned to its cost).

Meanwhile, Emma wonders whether her preference for an ice-pop reflects poorly on her.

I don’t think so - it probably speaks of a certain innocence (or may just be a matter of taste). I still enjoy Cidona (the local apple-flavoured soft drink) for its connotations of childhood holidays – but I do think Magnum has somehow positioned itself as a ‘serious’ choice.

Perhaps Emma would choose Wibbly Wobbly Wonder when out with girlfriends and a Java Magnum when on a working trip with colleagues?

What do you think? Do you have a portfolio of brands from which you choose depending on the occasion?

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