(2003 to 2005)


Tue Jan 18 03:27:00 UTC+1100 2005


I've been meaning to document this observation for some time now, because I think it's interesting.

A while ago (when my family was on the way to see the Lion King and we were all in the car together) there was a bit of a family discussion about branding (that I instigated in response to something my little brother or sister said).

My Mum tried to insist that advertising had no effect on her. I told her she was being silly. She stuck with her guns (that's my Mum for you) though, and continued to insist. To make her point she (shot herself in the foot by) pointing out that she always got the same WASHING POWDER as her mother used to get. I won't get into it, but just note that I mentioned branding, she said “No. Doesn't work. Washing Powder.”

Some time later (a few weeks) my aunty came over to my place one evening. The deal was I'd fix her computer and she'd shout me dinner. Good deal. So we talked about all sorts of things, and branding came up. My aunty said she tried to avoid strong 'brand preference' behaviour too. Then she went on to point out that there was one product that she knew that a 'dodgy brand' was no good for, because it “doesn't work properly”: WASHING POWDER. So basically my aunty said “No. Doesn't work. Washing Powder.”

Kind of amazing. When I think “branding” the last thing that pops into my mind is washing powder, but it's the first thing that each of these middle-aged women remarked on at the same time as relating their firm brand preference and denying the effects of advertising.

They don't call 'em soapies for nothing.

Copyright © 2003-2005 John Elliot