Just got back from a few days off recharging the batteries at Cedar Point in Ohio. Apart from defying death on numerous insane roller coasters and eating too many potentially deadly cholesterol inducing fried things, I had the opportunity to witness branding's effect on a five year old. Truly astonishing.
Four days away means many changes of clothes. Even at five, my daughter is a fashion plate and is already able to match stuff up far better than I am.
'Course, I'm a guy and that's really my wife's job, anyway.
The fact that it rained on our parade a few times meant even more changes for Gabrielle and I realized that almost everything she wore was pushing something. The influence of messaging on her little brain was evident on clothing items ranging from sweatshirts to underwear. As a marketing maven, I took note.
Following, in no particular order are the brands she advertised on her cute-as-a-button bod over the four days we were away:
- Mickey Mouse
- Hannah Montana
- Hello Kitty
- High School Musical ("I Love Troy" - Argghh)
- Gap
- Ralph Lauren Polo Sport
- Jonas Brothers
- O'Neill
- Nike
- Barbie
Impressive. And an impressive drain on my wallet. Even at five, these are a few of her favorite things and she evangelizes them proudly! Factor in all the associated brand merchandise that clutters up our home and the add-on cost of all this is staggering. Speaking of brand clutter, I have actually punctured my bare foot and crushed Barbies head while stepping into the shower. This required minor surgery and, of course, the acquisition of a replacement Barbie after I "killed" her. More money quite literally, down the drain.
Damn it. the fact is they should be paying me! Think about all the eyeballs that saw all those logos and messages as my daughter paraded about the park and around town. If I was much smarter than I am, I should have figured out park attendance, come up with a CPM and billed the bums.
Oh well, maybe next time. Meanwhile, I will go on listening to my daughter giddily under the influence of marketing saying, "I want this," and "I want that."
And my wife and I will dutifully comply, because it's better than hearing the alternative, "If you weren't in advertising, you could afford it Daddy."
One of the shirts she wore this weekend was more of a personal branding statement, "Diamonds Are a Girl's Best Friend." I blame that one on my wife.
Woe is me. And woe is the guy who marries her.
What ever happened to the good old days when advertisers gave away shirts and hats for FREE? Their hope being that we would wear their logo?
When did we, as consumers, drink the Kool-Aid and begin to not just follow these capitalist cults, but to actually fund them with our almighty dollars?
GR
Posted by: Greg | 09/23/2009 at 08:35 AM
Ah yes, the long and winding road I am looking down it with trepidation and a dwindling bank account - but man, the smile on her face just keeps me walking!
Posted by: Russ | 09/04/2009 at 10:40 AM
It's kind of a love-hate feeling being an ad guy, right? Love the fact that marketing works, hate the fact that it's working overtime on your own kid.
Gabrielle's 5-years old and she's wearing a 'Diamnonds Are a Girl's Best Friend' shirt? Dude, you have a long, long road ahead of you...!
Posted by: Gene Brady | 09/04/2009 at 10:16 AM