Identity crisis Quote by Stephen Coles
““To some, this split personality is a negative trait, demonstrating an identity crisis — it can’t decide what it wants to be and ends up being nothing. But tell that to the cosmetic and pharmaceutical industries who have adopted Optima as their banner, utilizing its elegant serenity to label all manner of creams, ointments, and makeup. Good for: The stuff of the establishment. Tranquil beauty. Wellness.””
About This Quote
Source Marketing copy: Optima brand campaign, 2023
Brands co‑opt concepts concepts of calm and wellness to sell products, turning a philosophical idea into consumer appeal.
In simple terms: Brands use serenity to sell.
Key Takeaway
Question consumer narratives.
Themes
consumerism
branding
wellness
identity
culture
Mood
skeptical
reflective
Type
advertising
critical
When to use this quote
- beauty products
- health supplements
- advertising
- personal identity
Key Concepts
marketing
sociology
Questions to Reflect On
- Do you recognize the original intent behind such branding?
- How does this affect your perception of wellness?
A Different Perspective
The original concept may be diluted.
