STRESS = CHOCOLATE

After looking at some infographics that were showing the correlation between stress and unemployment I got to thinking. 1. Thats why I have so many headaches and 2. I bet that amount of stress can absolutely be related to brand choices.

No - I did not do any focus groups. Honestly, the last time I did a focus group it involved canned champagne and although I was totally down for buying one the next time I was out and about, apparently the rest of the American public was not. HOWEVER, one that might be interesting is to see if people choose difference brands based on stress levels.

Obviously the amount and type of stress would make a huge difference. But follow me here. If you take a random group of people who have a minimal stress level, but similar tastes and compare it to those who are under high stress levels (same reason for the stress, but same tastes) and see if there purchases stay the same or change- I wonder what we would see? Of course, if unemployment is the stress you will see these people buying cheaper options, but what if they begin to buy different brands?

I THINK: that it would be absolutely important to find this out. Think about it, the whole country is clearly under more stress than normal, and brand managers are altering their brand advertising to be the "solution". ** NEW LOWER PRICES **. Now this is pretty obvious. But what if stress is for another reason, Lets say fear. Will brand managers begin to alter their brands promotion based on their stress as well? Use an underlying "comforting" feeling to their brand to hopefully touch that subconscious trigger that will make them feel "safer" buying the brand? Even if it is just chocolate. I mean this obviously worked for Disney when during the Great Depression they found success in their happy-ending movies.

So, what do you think? I believe that stress is a high factor for brand choices IF and ONLY IF the brand managers really take into key what high stress situations can be affecting their consumers. If a group of consumers is stressed and their possible brand possibilities don't actually provide a solution (obvious or subconsciously) they probably will just go with their instinct for price. But as a smart Brander -- making sure you do your homework and see what is affecting your consumers in order to provide a solution for them could lead to fantastic success.

THRIFT: kinda like leggings -- only smarter

Its a guarantee that your favorite outfit you wear every night when you go out will most definitely be mocked by your children 20 years from now -- which says a lot about trends. Whats in today is out next year. But with the recession an issue, Im curious to see what we will see as the trends of these times (minus leggings..meh).

Its obvious that saving cash money (strike one), is definitely something that is heating up every brands' advertising -- but will it stick? Will designers, brand managers, the creative minds be able to conjure up alternatives that will cause us to think differently about what we purchase? With even luxury goods dropping revenues (I say that because truth is that luxury brands are known to out live bad times -- because people with money will still have money, not as much, but still a lot) will those who lived on luxury goods now consider alternative, cheaper options?

I THINK YES. I remember in high school and college, if you didn't have a Juicy, who were you? Those were the times that the flashier your bling was, the more people gossiped about you (thats a good thing.." Did you see her bag? I heard she was out all last night...in a killer dress"). But now it seems that with the recession deciding to hang out for a bit--people are now making cheaper, smarter options. Now its not "I love your shoes, where did you get them ...Oh Gucci!" BUT "I love your shoes, where did you get them? Oh Target, on sale!". I guarantee you've had this conversation with your best friend probably yesterday. And this goes for other goods as well. You now have bragging rights because your bought a "green" car, not just a luxury car. We all know its trendy to be "green" -- but is it now "trendy" to be thrifty?

THE THRIFT TREND -- I kind of like it. I was always a fan of the indie-rock hipster style of shopping at thrift stores, and bragging about it. In fact - I made a habit of it. But with everyone being affected by the recession, its become more than a sub-culture trend, but a universal idea. So is under-indulgance the new over-indulgance. Maybe not just yet, things take time to acclimate. But I feel there is almost more pride in the fact that you saved money, than you splurged. You can now tell people you got your skirt from Wal-Mart, and not feel the fear of immediate rejection.

So maybe this trend is more than just for saving money, but more from the feeling of accomplishment. We all know that a good feeling associated with any purchase not only scares away buyers remorse BUT encourages future purchases. SO I say I'm down with the thrift trend and will actively be "trendy" tomorrow as I raid Target for a dress for an upcoming wedding. And hey, I may even give Wal-Mart a shop. Really, Wal-Mart could become trendy. Okay, give it some time.

But in the end -- saving money may not just be a means to pay the bills, but a hot new trend.

Decor of your Store | see paragraph 5

Dropping off suits at the cleaners. Not my favorite of tasks. Decked in Diors, I head to the cleaners. DRIVING might I add even though it is right up the street. Now Im a fan of outdoor sports, really, I bike & run daily -- But I live in a very towny town. Where housewives fill the streets with strollers and themselves - And I don't exactly feel comfortable walking through town lugging suits. Besides the point.

So I get to the cleaners and as I walk in my first two thoughts were, "Why does that picture look so familiar on the wall?" and "they still make shag carpet?". I completely noticed the trend called nothing. It literally was this quaint hometown store with decor from the local thrift shop (How do I know this? The picture I commented on above was one that I remember having when I was young -- when asking about the picture, she said it might have been mine cause she got it from the thrift shop). But after being in there for less than a minute, the lady's smiling face as the homy decor honestly made me feel like I was in my laundry room putting in a much needed load of wash.

AND TO THE POINT: In a world full of the "trendiness" trend, does it really matter? Is having the new hipster-chic adorning a store walls really make it more appealing? Does white walled simplicity of a new protien-natural-organic-love drink shop make it the smoothies better?

As an art person. There is significant meaning in art and decor. You are basically creating an atmosphere and fostering that energy into your products (ex: the outdoor/laying in a field of flowers feel of anthropologie). But can a store foster a feeling without decor? I have to say, just from the store owners smiles and from the thrift-store/makeshift decor I did have a feeling - of home. Not my home but some kind of "home". But is that a decor on its own?

It's interesting to think about what decor (or lack of) can do to a customer. I for one cherished the home-town feel of the "nothing but what you'd find in your basement utility room" . (Cause really, you don't need chic-decor to get your clothes cleaned...you just need your clothes cleaned) But Im also completely attracted to the funky-artsy decor of local boutique. Either way, decor or decorless -- I think we can all agree that no matter what you sell - a cleaning service, a hot new designer - the decor of your store (hi, that rhymes) can make a huge difference in not just selling your product, but if a customer comes back. If your target market loves hipster-chic - hipsterchic it out from door to door. Country loves? I suggest a touch of plaid. Making your consumer feel your trend (instead of just wearing it) will make your trend, trendier.

word-of-mouth + hot shoes = a bottle of water (what?)

Word of mouth is only as good as the person who says it (or is it?). After watching Jon on Larry King Live tonight, I began to wonder why people believe what they believe. Is it feeling based on past experiences or wishful thinking? Could it possibly be attributed to a nature vs nurture debate?

For instance. I have this bottle of water. No label - nada. I go on for a few minuets about why this bottle of water is THE bottle of water. ever. Why will you like it? Why won't you like it? Based on my words alone, you will draw conclusions.

NUTURE: I really don't like her shirt. I hate stripes. My cousin Lanie always wore stripes and I could never understand why she didn't realize that there WERE other patterns to wear. And why is she using the would fabulous? Thats just annoying and overused.

NATURE: I just walked 18 blocks - you say that water is great? awesome - Im thirsty..

Makes sense. All your past experiences may dive straight into me, my hair - my fabulous new shoes. Not necessarily the bottle of water -- but still judging the water based on me. But the nature part of you doesn't care what the water is about, you're thirsty.

So what drive decisions based on word-of-mouth. Am I a crucial part to your decision of buying my bottle of water (the word-of-mouther?) -- or am I just as useful as a shelf holding the water (aka I'm really not a factor at all in whether you buy the water -- your buying based on your natural instincts).

Don't ask me. I don't have the answer -- although I tend to believe I make a huge difference in that factor. If you don't like my shoes or my smile, I believe you wont like (or buy) my water either.

So as much as WOM may be the highlight of your marketing day. It may be only as good as the shoes it's wearing.

taking a tissue & giving it that warm cozy feeling

Your sick. With flu season around the corner, its no surprise. But because a significant amount of sicknesses are psychological, its hard to ignore the fact that part of the cure may be as well. So what can cure your flu this season (apart from that annual flu shot and maybe chicken noodle soup?) How about a high dose of mom. Yes mom.

The branders (meh, you get the point) at Kleenex couldn't have done a better job with equating wellness with mom. So their product is a tissue, not something that is going to cure your flu -- but it will comfort its effects. Kinda like mom. Thats why Im a sure fan of the "Get Mommed" website (http://www.getmommed.com). A promo website for their new campaign that highlights different options for curing your sickness. Check it out!

In the mean time, Im choosing between Magnolia (because she reminds me of Paula Dean) and Amber (Because Im a huge natural person).