November 03, 2008

Brand appeal

There’s a vicious, petty streak that runs through the DNA of a certain type of Brit, and never was this more apparent than over the last week. Considering the state of the world, the media became strangely obsessed over an obscene phone call. Stupid? Kind of.
What I saw was a superb example of a brand completely understanding its consumers and manipulating them with masterful dexterity. I speak, of course, about the Daily Mail (and its Sunday sister). The Mail is at its best when fostering outrage, in this example seizing the moment a week after the actual event.
The Mail knows its readers aren’t interested in the strife that afflicts the world. Instead it bypassed the immediate financial worries that dog its readership and went straight for the heaviest hit: scapegoats.
Jonathan Ross and Russell Brand aren’t murderers, terrorists, US Republicans, paedophiles, or even worse, bankers. And yet over 10,000 complainants, none of whom listened to the show (which earned two complaints for swearing, not for the prank), stood up from their comfy sofas and, still in their glass houses, elected to throw stones.

1 comment:

Adam said...

well said. Maybe one day the Mail will take it's over 55 readers and build them to an elderly army who will fight against everything bad in the world... which according to the paper, is everything.