• Recent Posts

  • Affinity Brands OR Affinity Believers
  • The sins of social networking
  • The vocal minority
  • Bypass the influencers
  • Why midstream brands go unnoticed

• Blogroll

  • Fast Company
  • Malcolm Gladwell
  • Neuroscience Marketing
  • Seth Godin

• Links

  • AAAA
  • AdAge
  • AdverBox
  • Biz Journal
  • Experiential Marketing
  • My Daily Fix
  • Premier Studios
  • Stumble Upon
  • Wikinomics

• Categories

  • Affinity Brand
  • Marketing
  • Random Thoughts

• RSS Feeds

  • Entries (RSS)
  • Comments (RSS)

AFFINITY BRANDS = LIFESTYLE

We all have them. Those brands in our lives that reinforce our ideals of who we are. As a brand enthusiast, you belong and relate to a group of other like-minded individuals; earnestly blazing the trail, championing what? Affinity brands! The most elusive, yet lucrative, brand category today.

While Apple has only 8.1% of the market, it is those individuals that make up the 8.1% that matter. They are the ‘it’ crowd. They are 9 of 10 college students who carry laptops, and 40% of students planning to purchase a computer. Only 8.1% of the market you ask? But look at who the 8.1% are.

That is what makes an affinity brand so special. Market share is meaningless to affinity brands. In fact, a strong attribute of affinity brands is that they are sometimes perceived as having limited availability, or even exclusive in the market.

CONSPIRACY?

So imagine for a moment if Apple held more market share than any other computer manufacturer. How would that change your perception of the perceived cult following. I smell a conspiracy! Intentional? Absolutely not. Affinity brand marketing? You betcha.

Comments