This may be turning the discussion in an unintended direction, but I would love to hear more about this. As I see it, there seem to be two kinds of Aspiration Gaps - those aspirations that can be fulfilled in a concrete way, and those that sell dreams and deliver a shell.

Whole Foods Market is a great example of the concrete fulfillment of aspirations (healthy, organic products fuel a healthier body). I dare say my Passion Catalyst work is as well (creating more fulfilling, energized careers/lives). Something like a luxury item (a Rolex, for example, or a Mercedes) has a harder time delivering - in my view - on those aspirations.

Maybe part of the question is, "What are the aspirations that those luxury items aim to fulfill?" If it's having a high quality, reliable timepiece, or a well-engineered vehicle, then they would be clear examples of concrete fulfillment. But I'm going to go out on a limb and say it's not. It's, "I'm going to be better, or sexier, or whatever" by buying this luxury item.

I have worked with a lot of people who have gone the well-paid, high status route, only to find themselves unhappy with their path. Inevitably they almost all say the same thing. These things give them a lot of juice when they first buy them, but that inevitably fades. So they don't really get what they set out to get when they first made the purchase. The delivery on the promise was a sugar rush, but not a long lasting one. There is only the short-term illusion of actualizing their aspirations.

Does anybody else see a difference between these kinds of lifestyle aspirations, or is it just my own bias against the concept of people trying to shop their way to fulfillment?

And if there is a difference, does it make any difference in the marketing?

Curt Rosengren
Passion Catalyst (sm)
blog.occupationaladventure.com

Curt,

You may be interested in the following article:

"If Daniel Gilbert is right, then you are wrong. That is to say, if Daniel Gilbert is right, then you are wrong to believe that a new car will make you as happy as you imagine. You are wrong to believe that a new kitchen will make you happy for as long as you imagine. You are wrong to think that you will be more unhappy with a big single setback (a broken wrist, a broken heart) than with a lesser chronic one (a trick knee, a tense marriage)"

keep reading at:

http://www.newsobserver.com/news/q/story/2996962p-2744351c.html

I think this orginally appeared in the NY Times Sunday Magazine on Sep 7th 2003.

Jon

So... looks like Curt is asking if there any differences between aspirational gaps that are "meaningful" versus "superficial"?

From a strictly marketing perspective I do not see any differences between the two. Both gaps, meaningful and superficial, tap into one's emotions and that is a sweet spot for any marketer. Aspirations are all about emotions and any time a company/brand can make an emotional connection with a customer is powerful... no matter if it is meaningful or superficial.

Zingerman's in Ann Arbor, MI helps folks actualize their aspirations to be a foodie.

Barneys New York helps folks actualize their aspirations of living a more glamorous and fabulous life (even if they have to max out their credit cards to do so).

Heck, even ESPN helps folks actualize their aspirations to be a sports know-it-all.

While I do not see any differences between a meaningful aspirational gap versus a superficial aspirational gap... how a marketer would go about trying to tap into those emotions from a creative and program perspective would be drastically different. But, that's another blog for another time.

johnmoore
vist Paul and me at our NEW BLOG - BRAND AUTOPSY