Keeping Up Appearances

Observational Rants with Redeeming Value.

Ok, this one’s a bit personal, but I have to say it … I have to say it because I care. Marketing is what we do, and everything is marketing.

Yesterday, in a local publication, I saw mister company owner pictured proudly holding an award his company had recently won. This was a moment of public pride and accomplishment and Mr. Award-winner was wearing jeans and a tie that not only clashed with his shirt, but only extended half way down his front! I mean, seriously… this man is representing his million-dollar product (homes) priced and marketed for its high-end architectural design, custom furnishings and interior decoration, but his manner of dress says he is either a sloppy clown, has no sense of personal grooming or professional etiquette, or simply doesn’t give a damn. Regardless, none of these are desirable impressions to make.

I don’t mean to be mean, but there’s a difference between casual or “retro”, or portraying a carefree attitude, and slapping on a tie to “gussy up” for the photo and demonstrating that you are clueless in how to choose, tie or wear it. I may sound mean, but I’m far less mean than his industry contemporaries, associates, vendors and, most importantly, buying public who are laughing at him.

People are, quite frankly, mean and judgmental about appearances – sad but true. Talk as politically correct as you want, but people still gather information and make judgments and decisions based on appearances.

This is a golden moment for this guy and his business … that priceless gift called free press … a BIG FREE AD with the chance to put a face with a name and this is the best he can do?

I’m not a fashion consultant but here’s a suggestion: next time you have a photo opportunity give it just a little thought … not too much. Maybe look at a Target or JC Penny ad (it doesn’t have to be GQ magazine or the Sunday fashion edition of the New York Times). If you don’t understand all this “dress up stuff” but the situation calls for it, you may want see what everyone else is doing or what your clients may be expecting. When in doubt just take a good honest look in the mirror and respond accordingly.

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“Marketing isn’t everything, but everything you do is marketing!“