Gatorade

For a brand, is inclusion or exclusion more important?

Is it more important to be a brand that's accessible? or, is it more important to be a brand that's aspirational to the point of being inaccessible? Is there a nuance to be struck between being a brand that's aspirational to the point of being inaccessible while delivering a product that is exceptionally accessible, inclusive, and price-conscious?

A good example of this last one is Gatorade. You can't be a professional athlete, but you can definitely buy a Gatorade at your local convenience (convenient? conveniences? bodega? deli? corner grocer?) store.

I think American culture has a general fascination with being elevated, unique, and aspirational, while the human side of us tugs towards fitting in and being considered normal. Not quirky. Not weird. Not different.

With fashion, there's even more depth to this topic because it's much more than consumption of a product and how a product is priced. It's how you look and express yourself, too.

How aspirational are you? and how much do you want to just fit in?

Brandon Cohn