There is something uncomfortably awkward about many brands that try to advocate aspirational qualities, suggesting to the consumer that copy-catting these brands is all it takes to gain success and be cool.

Brands stuck in the middle or maturing fast and ready to be mentors at best but need to pass it on to new breed extensions.

This “emulate me” approach is where there is an issue with today’s “wised up” consumer. Come of age marketing management of consumers is so old and predictable that the modern consumer can see it coming.

The below video on “How to Disco” is how these brands are beginning to feel. Funny in the wrong way.