In Buying In: What We Buy and Who We Are, Rob Walker discusses one of the central dilemmas facing marketers: they are trying to get large numbers of people to buy the same thing, while convincing them that doing so in no way makes them conformists. How do you “keep it real” (a phrase repeated ad nauseam by the marketers Walker interviewed) and appear authentic and non-conformist while trying to get as many people as possible to buy the same product?
One solution is to frame buying your product not as a boring act of conformity, but instead as a way of expressing your own unique personal identity. Buying a product you’ve seen advertised doesn’t detract from your authenticity, it enhances it — even if you’re buying a mass-produced product that thousands or even millions of other people purchased identical copies of.
Bec G. sent in this an ad from Jeanswest Australia that illustrates this, asserting that their jeans are “as unique as you”:
Of course, as Bec pointed out, the models they chose to represent how unique Jeanswest customers are are all pretty uniformly thin, even the pregnant woman.
Sarah F. sent in another example. The Australian website for the sandwich chain Subway asks customers whether their preferred sandwich is unique:
I filled out the quiz, creating the only thing I ever get if I eat at Subway: a standard veggie sandwich, no tomatoes. I was then asked to give this amazing item its very own name, to be saved for posterity on the Subway website (if they approve the name): “You’ve just created a Sub that is a reflection of you, so let’s give it a name. Feel free to be creative, after all this is YOUR creation!”
Then it was time for the big reveal. The webpage reinforced the message that designing my very own personalized sandwich from their relatively limited stock list of ingredients is an important expression of my inner being:
I was so nervous! What if my sandwich wasn’t special? Was the honey oat bread too mainstream a choice? Oh, why didn’t I go with the chipotle sauce?!
But it all turned out ok!
In Australia, at least, I now know that my Subway sandwich choice separates me from the masses. What a relief!
Comments 29
Yrro Simyarin — July 22, 2011
Of course, it's all a joke that we're unique and special anyway :) But it's a useful lie in more places than marketing.
DarkwingDuckie — July 22, 2011
Is it such a weird concept that what makes us unique is not what we wear or buy but what we believe in and how we choose to live?
Onus — July 22, 2011
You forgot anything to do with Apple products.
Guest — July 22, 2011
I see so many ads like that jean one -- Celebrate your diversity! Look at all these happy and conventionally attractive people of different heights and ethnicities! (They often add a person in a wheelchair, too.) Everybody is unique and special! . . . Well, not you fat people -- why don't you just stay at home where we don't have to look at you?
Diversity -- ur doin it rong.
Anonymous — July 22, 2011
This this problem can only be solved by wearing raw denim.
turkproof — July 22, 2011
The phrase 'very unique' makes me itch.
Monica Zoe Guzman — July 22, 2011
Ha ha ha... be unique, pick one of THESE choices!!!! Hahahaha ridiculous!!!!! We are not unique, everybody wants to fit in somewhere, even "rebels" look like OTHER rebels!!!! hahahahaha
JD — July 22, 2011
I find it hilarious that Subway chose to include the word "nasty" in their example sandwich title. What is it that makes Nina's Hangover Sub so nasty?
(I know, I know... it's the hangover that's nasty ... but I could not resist!)
Umlud — July 22, 2011
Jeanswest: where "extra tall" apparently means "our only unique choice for men".
Heather Brooks — July 22, 2011
I'm guessing that an advertiser that stated the obvious "Be unique: design your own clothes!" wouldn't get very far in their career.
Guttersnipe — July 22, 2011
All those women are thin, light-skinned and have the same length hair. Not terribly unique. Oh, and "Curve Embracer" my ass! (but not her ass.)
Anonymous — July 22, 2011
Nothing intelligent to add, but the man in the last screencap might as well be talking to a baby. You know your advertising is patronizing when you can say that about your models.
Megan Moore — July 22, 2011
I must know, has anything gotten the result that their Subway sub is NOT unique? Just wondering. Anyone want to do a test?
Liz Scott — July 22, 2011
haaa, i always get the veggie sub myself without tomatoes as well. i guess we are still unique since i am sure you dont get it with swiss cheese
Erin Harrington — July 23, 2011
My current favourite is from a supermarket here in NZ: "Different, like you!" http://www.newworld.co.nz/
(Also, I'm pretty sure that Subway salad combinations aren't "endless".)
Luke — July 23, 2011
So, can women only keep both feet completely on the ground if they're pregnant?
William Angel — July 23, 2011
My take on the Subway sandwich experience is a little different. I've gone into their shops at 5:30 AM on a Sunday morning, and had meatball subs (6 inch) made to order for me with my choice of bread and veggies for only $1.99. The stores have a "open 24 hours 7 days a week" policy, but there is no way they could be making money off customers like me. Their slogan should be "we custom make sandwiches for you any hour of the day or night, even if we lose money in the process!"
Dpstroh — July 23, 2011
Lifestyle consumption at its absolute worst.
Larrycharleswilson — July 23, 2011
Our uniqueness lies in the fact that we each die alone.
Theodore Pilasky — July 26, 2011
This is what happens when people understand that commodities are mass produced today. The whole "have it your way" and the "we are young and hip, unlike our corporate competitor" are the new strategies, i guess.
Todd Chronister — September 22, 2011
This seems like as appropriate place as any to outwardly pose the rhetorical question, why is denim by default and most often blue? Blue jeans. Why blue? I find it interesting that humans across the globe prefer their legs clad in blue. I find that strange. Not sure why I find that strange but I do ...and frankly I am tired of seeing the same old rerun. The item of clothing most noted for the "independent" or "non-conformist" or "rebel garb" is just another formulaic uniform. I enjoy my denim Saturday comfort as much as anyone, yet as I button and zip, I question to myself ...why are these damn things always so blue?