When a brand stops selling what’s in the product and instead starts promising some HUGE emotional payoffs—like hooking you up, is it believable?

Well you tell me?

DKNYMen recently had a two page spread in many Men’s fashion mags with NO mention of the fragrance, minimal at the most.

What they did mention is how to get you (the reader) the hook-up in any major city – where to go, what to do, where  the action is and how to get the maximum enjoyment and social currency out of the two page spread.

And for the reader, the benefits are palpable, something to talk about, places to go, making you look connected to your friends – the one who always has a plan. Think I’m joking, this is what keeps 22-39 years single people relevant, in the game and exciting.

I don’t want to overstate this but think about it, if a brand can keep you exciting and relevant, you tell me, Did I hook you up?

I love the way those folks look on the show Mad Men, they’re

always so put together, I wish I could have that put together

look but I wouldn’t know where to start.

A casual walk down the Magnificent Mile, past Banana Republic. reveals one of the most common exops, Designed By, that we saw emerging years ago. It’s the idea that when there are two distinct benefits that drive trial or awareness and a brand can only inherently provide one of those benefits, then finding a designer (because that designer is relevant, and satisfies the other wished for benefit) VIOLA! you have magic.