Inspirational Consumer: January 2006

Mihai Descalu, Romania

A friend’s brand nomination on Lovemarks.com caught my attention and made me give another thought to the website as I’d visited it before. First I considered it a bragging platform for gushy commentaries, a kaleidoscope of fixations consumerism managed to assign to people. Then I realized it was a way of making yourself heard and your Lovemarks even more public.

I’m a self-concerned person and the qualities of my Lovemarks have to resemble my values in life or be similar in a way that doesn’t necessarily overlap mine but complete them. How do I choose them? I asked myself this question many times before. The answer I came up with is: Reasonably fashionable + pretty contemporary + fit me + have to like it as it is!

I hate brands that dilute and “commercially prostitute” themselves by mindlessly doing whatever it takes to survive. That’s a no-no! Also, lack of innovation or second-and-weaker-product-in-the-portfolio syndrome is something that puts me off.

I would like to experience Lovemarks other members of this community experienced and I wasn’t aware of. It has a stroke of mystery - things that are far away and difficult to reach, buy or experience. Though I wouldn’t always like to be told about new brands or cool brands or must-haves. Where would be that feeling when you were a kid and discovered the whole world thru your eyes, without grownups pointing it out to you?

I realize now that people don’t always get what you exactly want to communicate or be known as but they also guide when you relate to commercial brands. Are we a mix of what we consume/ buy/ ingest/ wear after all? Truism! I guess at least people are easier to be “read” when you know what they love.