ON PAYMENT FOR BRANDING

BRAND DISRUPTION

I was running around a major shopping center the other day trying to finish up some last-minute holiday shopping.

I saw a woman with a giant "Armani" logo on her sweater, which triggered the following question in my mind:

"How long before brand holders PAY mainstream consumers to wear their logo instead of the other way around today?"

Of course, companies already do this in terms of getting celebrities to wear their brands, either through direct payments, or PR shenanigans (see Swagtime for some great examples).

With mainstream consumers becoming the content, and/or the object of mainstream attention, via vehicles like YouTube, MySpace, etc., how much longer before brand placement on regular folks has economic value for advertisers?

I didn't have a camera handy to take a picture of what I was talking about. 

But a quick search of the term "Armani logo" on Flickr, yielded the accompanying image.

In the meantime, the question stands, in the spirit of prognosticating on future trends.

That spirit  typically kicks off in earnest this time of year, in both online and off-line media. 

(See Read/Write Web''s "2007 Web Predictions" as an example).

Returning to the question at hand, new companies like Cafepress, Zazzle and others are potentially just the first step in inverting the power relationship between consumers and brands. 

It may take a few years, but social marketplaces can potentially be as disruptive in the branding arena as it has been already in categories like Classifieds, amongst many others.

Rather than going on with my ruminations on this possible future trend, I thought I'd try something different, and solicit your thoughts on this "Picture-inspired Question". 

If successful in generating some more discussion on the subject, you may see more picture-inspired questions in future posts.

Comments

[Yaser Anwar]

Interesting observation MP but I think a reason consumers wear a brand is because of its perception.

While you've highlighted an interesting trend I think long run it could lead dilute the brand if word got out a certain company was doing it. If you're a new young apparel line it could be worth the risk but if you're an established brand then you won't do it.

I mean a reason I wear Armani or anyone else does is 'cause of its perception as an expensive and quality brand.