Make Marketing History

The views of a marketing deviant.

Wednesday, August 01, 2007

Sexual Leanings.

Marian Salzman, a serial predictor of marketing trends, is busy promoting the successor to the metrosexual. Her sarong-wearing sweetie is being elbowed aside by the “über-sexual”, an uncompromisingly masculine type engaged in a relentless search for fine and stylish things.

Reading this yesterday, I was immediately struck that "uber-sexual" was faintly ridiculous with its suggestion of priapism and a one-track mind and wondered why she hadn't opted for "retrosexual" with its combined implication of retro chic and a return to an older version of masculinity.

But. of course, it turned out that retrosexual had been coined long ago as the slovenly fashion-phobic antithesis of metrosexual and my phonecall to the trademark lawyer was cancelled.

Yet another reminder that people interpret words in different ways and that what you do rather than what you're labelled determines how your business is perceived.

3 Comments:

Anonymous Angus said...

She claims to have coined the phrase metrosexual which is odd because a few other people have claimed that too. Healthy ego that one.

7:01 AM, August 01, 2007  
Blogger john dodds said...

What would you expect from a woman in advertising ;O)

Actually ,the retrosexual link in the post tends to absolve her of that claim.

7:14 AM, August 01, 2007  
Blogger iScatterling said...

And it goe to prove that sex and business are forever joined at the hip.

And read that as you wish!

4:08 AM, August 02, 2007  

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