(Source: Dean Donaldson, “Location Matters: How Ad Environments Affect Performance,” Advertising Age, December 10, 2009, adage.com/article/digitalnext/location-matters-ad-environments-affectperformance/140980/.)
Aspirational, upscale, and high status brands have the potential to alienate customers who lack confidence. While these customers might admire these brands, they don’t feel comfortable using them. Building warmth, humor, and less formality into the brands to make them more approachable helps overcome this problem.
(Source: Max Blackston, “Observations: Building Brand Equity by Managing the Brand’s Relationships,” Journal of Advertising Research 32, no. 3, May/June 1992, pp. 79−83.)
Excerpted from Brand Aid, second edition, available here.