SOCIAL BRANDING

The other day i got an SMS saying :
"What feels like congestion in a train, feels like atmosphere in a night club."
An insightful example of how perceptions influence interpretation of situations / stimuli.

Following this, I happened to be at one of the Mumbai night clubs for my pal's birthday party. Psychedelic and tribal audio visuals, bar tenders dressed in black, of course, diffused lights, music that you hits you in the gut.
Well that’s what I call 'ambience branding'.

Just like the way a brand, Mc Donald's calls for certain attributes associated with it, of family (In India at least ), fun, reasonably priced food, warm and friendly etc. Unless we see / feel all the environment that I described above, in a night club, we won’t ACCEPT it as a night club. Will we? And referring to my first quote in this blog, all of us automatically arrive at the conclusion that ‘tonight was not happening’ if the particular pub is NOT crowded.
Each one of us perceive of a happening night club as being ‘full-packed’ and ‘action-packed.’
And as I speak of ‘action-packed’, yes; I am referring to all ‘THE REAL SOCIAL BRANDING’. Well, these actions are BRANDS WITHIN THEMSELVES: much larger, more significant, more layered, more woven into our ( the urban Indian youth) lives than any other apparel, accessory, food, ciggies brand.
Elaborating that point, a lit cigarette in hand,
a drink that at least looks like alcohol, in the other.
Low necks,
spiked up hair,
tattoos ,
pointy shoes and yes not to forget,a girl or guy to complete ‘The Look’.
There is nothing wrong or right about all these, it’s a matter of subjectivity and perception. The point is that whether good or bad, THEY ARE BRANDS. Brands of social etiquette, appearance, reflection ( what do other people think of YOU when u are seen 'acting' {you can take it as a pun if u wish too...hehe!}these actions), as also self-image ( what do U feel about yourself when you are associated with these brands).
Difference is that they are physically not present just like Nike, Coca-cola, Red Bull, B & H, Diesel, i-pod, the new Nokia which is the reason, we have not named them yet.
In fact, this ‘LIFESTYLE BRANDING’ is born out of the physical brands, which aim to do just that: occupy a place not in the consumer’s home, but their lives. What do you think?
For eg. You hold a branded drink in your hand, you look chic in a petite new Mango top, your hair-gel is the most popular one. Etc etc.