Image from skin & hair

Are you the BMW or the Audi type? Would you rather hold on to a San Pellegrino or an Eptinger bottle in a bar? Or vice versa: which brand would you be if you were a cigarette or a yogurt? Questions that hardly anyone would have understood 30 years ago are now answered with style by "zeitgeisty" people. A consequence of the shift from outward- to inward-oriented consumption. Whereas the quality of a product used to be the main focus (AEG - Aus Erfahrung Gut), in today's society of experience and enjoyment, image and design are almost the only things that count. Today, the additional benefit is found less and less in levorotatory molecules, improved lipid or Cw values. Brands communicate their image and thus identification and orientation aids with experiences. It is understandable that differentiating product features can hardly be found in the sea of goods, let alone implemented effectively in advertising. How is preference to be created? The personification of the brand with models made of flesh and blood is an ideal means of creating orientation. The product is given human features, dead matter is given a soul. The human projection surface crystallizes the wishes, ideas and feelings of the consumer: the producer thus comes closer to the customer. Suddenly, a product can become a helper for sale, a good acquaintance or even a friend. That is why many
Marketers need to give their brand a fresh and distinctive face that embodies the brand's values.
It is not uncommon for companies to leave the choice of potential image bearers to the public. Whether their choice corresponds to the archetype of the brand is not so important. It is much more important that the clever event dramaturgy and the high level of consumer identification with the product lead to a choice that is suitable for advertising. A welcome side-effect is stronger brand loyalty and the associated increase in sales.
Luca Aloisi, Deputy Editor-in-Chief