What really resonated with me the earlier form of branding, was something like the Aunt Jemima picture that appears on the bottles of syrup. According to Klein, not only can Brands simply be something to look at or identify with, but: "Brands could conjure a feeling-think of Aunt Jemima's comforting presence..." (Klein 7) In all honesty, after reading that quote, when I imagine Aunt Jemima's face on the syrup bottle, it does, in a sense, give me a feeling on comfort and contentment, so I can definitely relate. In addition, GM took a similar approach when they claimed that their automobiles were "something personal, warm and human." (Klein 7) Interestingly, a vehicle itself is not at all warm and human, but those words conjure a feeling of safeness and reliability, which are two very important characteristics a vehicle should have, and two characteristics that consumers are looking for. For the "lifestyle" form of branding, I found that the Tommy Hilfiger company was going more for the "lifestyle" brand. For instance, Hilfiger actually started out as a preppy clothing line, but they found that there style of clothing became very popular with inner cities and the whole notion of "living large," which, in my opinion, is a lifestyle habit that kids from the inner cities were acquiring by wearing this brand of clothing. I think that the main difference is that things like Aunt Jemima's presence offer a feeling, which is TEMPORARY, whereas the Tommy Hilfiger and the idea of "living large" is more of a habit and behavior, which is much more permanent and long-lasting.



http://www.youtube.com/watch?v=16eBbYUufKI


This video replaces the "Hey there Delilah" song with Hey there "Jemima"