consume

Signaling Consumption

Signaling Consumption

I still remember how aghast my dad was when the Nike Swoosh became prominently displayed on apparel. “I can’t believe people are paying money to be walking advertisements!” he said in disbelief, “Nike should be paying them!”

No one bats an eye at such branding any longer. A brand stands not just for the product itself, it is a social signal, marketing not just the company, but the consumer.[i]

“Nowadays you shouldn’t have a company that is not contributing in some fashion or form or sense to a cause, because the people today who buy a product, they want to know what you have done for somebody else lately,”[ii] Fubu’s Daymond John reflected on his experience investing through Shark Tank.