Me Oh My

The 1980s were known as the Me Decade thanks to Wall Street greed going mainstream.
According to this New York Times piece, the tens might become known as the My Decade, if Madison Avenue has anything to say about it.

My, my, my.
Madison Avenue has become obsessed with using the word “my” — along with “your” and “our” — in advertising slogans, as well as in the names of brands, products and even a new television network.
The trend is inspired by a desire by marketers to demonstrate that they understand changing consumer needs by, literally, putting the customer first.

Might this also say something about our need to join? To be special? To belong? It’s kind of twisted that we find community in brands, but we do.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.