2 Friday, January 7, 2011 THE daiLy GLEanEr
Imitate the lifestyle of the rich and famous: a Martha Stewart
chair or pull up to a Donald Trump dining-room table
By JULIE BEUN cause consumers themselves are demand-
Postmedia News ing more than just a good deal.
“Having a powerful brand is really im-
Calvin Klein or Ralph Lauren? Martha portant things days,” he says.
Stewart or Donald Trump? “People used to go looking for value, but
In the world of branding, it turns out that now there is a rise of what I call the savvy
your couch says a lot about you. shopper who also wants high quality. Peo-
If you’re all about a palatial Park Avenue ple have increased access to information
room with opulent twists, you probably before they make major purchases. So get-
fancy yourself something like The Donald. ting them to identify with a brand is more
If your pad is filled with slick, modern piec- critical than ever.”
es that look like they’ve stepped out of the Whether it’s a store brand, including Lo-
pages of Architectural Digest, you’re likely blaws’ President’s Choice, a designer dress
also wearing Calvin Klein underwear. And or a locally crafted boutique beer, he says
scalloped chair backs in a pretty robin’s egg consumers have even more control than
blue? Hello, Martha. ever over what is produced and purchased.
Like it or not, everything from your per- “Ten years ago, you didn’t have everything
fume to the kitchen sink says something at your fingertips in terms of information.
about you and where you see yourself in the That’s increased incredibly through the In-
world, says Howard Pulchin, general man- ternet and it puts enormous power in the postmedia news service photo
ager of consumer marketing practice with hands of consumers. BRANDING: it pays to spend the extra time and money to make your home look like some-
Edelman, the world’s largest independent “A company can carefully construct your thing out of a martha stewart magazine, since they typically sell for seven to 11 per cent
public relations firm. brand image, but consumers still can take a more than non-staged homes and in half the time
According to Pulchin, that’s largely be- positive action and buy into it, or a negative
action and speak against it. Word of mouth
is still the most powerful tool, it has more Home collection, which features exactly ting. “When you buy her products,” says
pull than an ad. Branding hasn’t changed, the kind of furniture you’d expect to find DeBoer, “you are buying into the idea of
but the environment has changed in terms in The Donald’s New York home atop Fifth this nice old house with pasture, horses
of how we get information. So the role of Avenue’s golden Trump Tower: traditional and a calm, serene lifestyle.”
the consumer in sustaining a brand has button-upholstered dark leather couches, The same is mostly true of Ralph Lau-
changed. Companies have had to let go of luxurious granite-topped sideboards and ren’s horsey brand, although his three lines
some control and let their intended audi- graciously curved chairs. Even the names are also sophisticated and chic. Mahogany
ence have a role, too.” are evocative of wealth - the Westchester and antique brass, polished nickel details
Overlying that is the power of personal- Cocktail Table, the Bryant Park Dining Ta- and refined Art Deco flourishes sell “the
ity in branding, particularly evident in fur- ble and the King Hastings Panel Bed.” old money lifestyle, the weathered jeans,
niture styles, says Suanne DeBoer, general Whether Trump actually designed any- the Irish Setters and the tweed jacket with
manager of DeBoer’s Furniture. “Person- thing is unlikely, says DeBoer, but “he puts the leather elbow patches,” observes De-
ality is very important. If you get the right out the message of success and power. Boer. “People who like his furniture like
brand associated with it, it doesn’t matter Even the Trump pillows have his crest on his fashions. If you buy his clothes, you’d fit
if they’re believable as designers. People, it. There’s something about him as North into any one of his furniture collections be-
who like these people or the brands they American royalty that has struck a chord cause his style is across the entire brand.”
postmedia news service photo represent or the lifestyle they lead, will just with people. By buying into his brand, Slick, modern and clean, the Calvin
BRANDING: classic and elegant best de- buy it. you’re associating yourself more closely Klein Home furniture is for those who love
scribe the trump home soho dining table “That is particularly true of the Trump with success; you’re making your house simple, elegant lines and a look only high-
look more palatial.” end designer esthetics can deliver, says De-
Or maybe you’re more Martha. Boer. Although the most expensive of the
Garnett new listing 3 level
4 bed, 2½ baths. 3+1 bedroom, 1½ bath Featuring scalloped chair backs, four - a sofa can cost up to $6,000 - they are
Urquhart Hardwood and ceramic 3 level split home. Living graceful and warm settees and “the haute couture of them all. You can’t
room has floor to ceiling
RE/MAX
(Realty Ltd.)
RE/MAX
floors. Eat in kitchen, serpentine lines, Martha Stewart get that from just anyone. His furniture re-
center island, living room, fireplace, dining area and
garnett@remax-fcton.com eat-in kitchen. Master Furniture is “not over the top; it’s flects a very strong design ethic. He’s sell-
dining room, French doors
www.garnett.nb.ca bedroom with walk-in
and main floor family closets and ½ bath. Lower very creative. It’s a fairly eclectic ing exclusivity.”
444-1292 room. level has family room with
collection in that you wouldn’t Much of that is in the sheer quality of
RE/MAX
RE/MAX
woodstove. $159,900
put matching things together. the fabrics, like Belgian wool and the solid
new construction new construction pepper creek
Executive custom built 1400 sq. Situated in a quiet court, 4 Executive, 4 bedrm, She wants you to personalize it.” construction. Overall, she says, the Calvin
ft. home. Main level w/9’ ceilings. bedroom, 2 1/2 bath home, on 1½ acre lot plus 2 Driving the collection is Stew- Klein brand is just that: something that will
RE/MAX
RE/MAX
Open concept living, dining & hardwood + ceramic floors. apartments. Granite
kitchen w/cathedral ceilings. Main floor laundry, family counter tops, open art’s own hands-on approach in last.
Hardwood & ceramic floors, 3+1 room, computer room, concept familyrm, mud marketing and design, which is “Branding in furniture helps customers
bedroom & two full baths. Lower large master with walk-in rm and main floor laundry.
level family room. Beautiful view closet, ensuite 8x8. Home instantly recognizable for its at- express something about themselves,” she
of hte Mactaquac Headpond. Warranty. HST Included. tention to form, detail and set- says.