On Tue, Jul 1, 2008 at 9:31 AM, Victor Solanoy <[EMAIL PROTECTED]> wrote:
> The product name already has a negative element for most people. > Products people purchase are a reflection of either their immediate > needs, wants or who they desire to be (among other things). The > greater the association that the product will fulfill a need, want or > desire, the higher the likelihood that someone will purchase. The SITE has a negative association, but this PRODUCT isn't necessarily beyond the reach of this "aspirational" positioning, though. "Boot Camp"-style fitness programs and CrossFit (www.crossfit.com) are two related workout philosophies with pretty strong cult followings, and they're not aspirational in a traditional way (CrossFit has a mascot called "Pukey", if that gives you any idea). But they focus more on the concepts (strength, pushing yourself farther than you thought possible) than the imagery (combat boots, latrines, etc.) A Boot Camp fitness site with a bunch of pictures of actual grunt military life would not be very appealing. Robert wrote: "And I'm betting many people don't want to associate themselves with inmates—at least not so directly. They don't want to have the image of tattooed bare-chested convicts pop into their heads while working out. " I don't want to associate myself with the inmates on that page! But think of: - Linda Hamilton in Terminator 2 - Tim Robbins in The Shawshank Redemption - Brad Pitt in Fight Club (not prison, but...) - Demi Moore in G.I. Jane (also not prison, but...) - that guy in the Prison Break TV show - The Count of Monte Cristo - upcoming Jason Statham movie Death Race The whole concept of the innocent wronged person who has to fight to stay alive is pretty noble and aspirational. The thugs are not. Cindy -- The Experience is the Product - http://www.cindyalvarez.com ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [EMAIL PROTECTED] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
