How far are consumers ready to go to show their love to brands?
Consumers are increasingly engaged with their brands, and the
latest trend discussed by the BBC is that some of them are ready to
commit to their favourite brands for life using tattoos!
Tattoos reveal a lot about our societies, and have become
recently 'de-marginalised'. They went from being a sign of
rebellion to being more mainstream and accepted by the masses and
the consumer-culture. Branded tattoos are thus a sign that
companies and their brands are now playing major roles of identity
provider in contemporary societies.
The fact that consumers are now prepared to wear tattoos of
brands reveal interesting insights into their personality, and
tells us about how brands have evolved to become main providers of
lifestyles. Tattoos are thus part of the pop culture, just like
brands these days.
The brands that have achieved this status are the ones that have
often adopted a very creative approach to marketing, and
co-constructed their brand identity with their consumers. They have
been offering lifestyles rather than selling products. Be they
Nike, Apple, Volkswagen, and, of course, Harley Davidson, these
brands have in common a strong followership and a
"community feeling. For consumers, displaying a branded tattoo is
about signifying both their commitment and belonging to
the community and an adhesion to the brand's lifestyle.
But the phenomenon also reveals an ironic take on consumption.
For instance, a consumer wearing a luxury brand / logo as a tattoo,
suggests that although he / she might not be able to afford luxury
brands, he / she can still 'wear' them as tattoos. Such
reactions can also be reactions against 'traditional' tattoo
designs and the culture surrounding these. Brand tattoos are
seen as more 'fun' and less 'serious' than traditional ones.
In sum, the success of branded tattoos is a sign that
co-creation of brand-meaning and consumer identity has entered a
new age. In this new era, creative marketers will be needed to
sustain a healthy relationship between a brand and its
For more on this topic, you can read what I discussed with a BBC
And this article I wrote for The Conversation, UK: