Comments

A mature bird told me there are also
unofficial Red Hat Societys for women
who do not even want to follow the limited
rules of the formal organization. They
don't want to deal with an "Exalted Queen Mother."

And it's not, as I thought, a club for
women who haven't found a club to join
by the time they are 50.

Posted by jw at February 14, 2005 11:17 AM

"Fun and Friendship Before and After 50"

I think it's a great way for older women to feel good about themselves. Take a look at our cultural images of women. Not too much diversity: Young and Very young. What happens with the older women? They disappear from the face of the media like yesterday's lunch special.

"Something's Gotta Give" was one of my favorite movies because it finally placed a fifty-something year old in a sexy role. (Gasp!) And Diane Keaton, of all people - showing skin!

See's Candy and FTP have taken notice. Wonder who will be next? Thanks, Tom, for a really great article.

Posted by M. R. Maguire at February 14, 2005 7:48 PM

The Red Hat Society is a metaphor for branding, or what branding is to become. We will be entering into relationships with brands: "we emphasize what we have in common and stay away from what divides us, Cooper says." Relationships are based on promises, simple emotional promises between a brand and a consumer, "including a mission that embraces the simple joys of childhood and a steady diet of parties and frivoluous pursuits with like-minded friends." Relationships where everybody is accepted unconditionally, "Wal-Mart priced membership dues", play is essential, "a feather serves as the symbol to give permission to play," structure and a specific criteria for satisfaction are given, "each member is responsible for assembling her own purple and red wardrobe" and responsibility for each persons identity is expected, "most groups encourage women to visit before joining."

The Red Hat Society is a metaphor for branding because it is an organization, brand, that knows its own identity, does not change for anyone, and people want to join it. The Red Hat Society is a methaphor of good branding because it is confident in its own identity and it knows how it can add to a relationship and what it brings to the table. The Red Hat Society is a metaphor for good branding because she is someone everyone wants to be a part of ... someone everyone [within her target] wants to be loyal to, someone everyone wants to be in a relationship with, because she knows and loves herself first.

Hmmm, the secret to branding is loving yourself first and not changing to fit your consumers. I want a red hat!

Posted by Wendy at February 14, 2005 11:34 PM

Hi Wendy,

I'm wondering if the success of the Red Hat Society is really a good model for branding. Cooper's idea wasn't to start a huge society of women over 50 but rather to just add some humor to a friend's 50th birthday. I'm all for humor, by the way - but even she said no one could have planned what happened.

I am reminded of the girl tribes in high schools. There are many books on this subject but it has to do with relationships, a sense of belonging and value within a group dynamic. The need for group membership seems to be especially poignant as we age because we seem to become more isolated. High schools and colleges provide a more structured environment for social interaction.

Personally, I think we all crave community. What the Red Hat Society did was bring back the girly group to laugh, connect and share stories for the 50-year old woman (and beyond). When I think of branding, I do think of focus groups and sterile polls. The first women who were involved were the ones who placed meaning upon a red hat with a purple outfit. I wonder if they really thought, "Older women need this." But then it spread like wildfire. It is really an amazing phenomenon, yes?

Branding undercover?!

Posted by M.R. Maguire at February 15, 2005 10:30 AM

M.R.,

Hi. My point is that the club is a metaphor. That the fact the Red Hat Society has such a well defined identity is the key, that the Red Hat Society has such a great relationship with its consumers is its strength, that the Red Hat Society is so open and available to its consumers is its bond ... those are the critical success factors to a brand. When you think of marketing you think of a relationship, an emotional contract between two parties, promises being made between two "humans" [services and a person, a brand and a person, a club and a person, etc.] In order for loyalty to build, you need a strong identity, honesty and commitment. I believe the Red Hat Society is a good example of that. I believe they demonstrate that. That is what I mean by The Red Hat Society being a good metaphor of a brand or a company. I hope that clears my point up. Let me know.
Wendy

Posted by Wendy at February 15, 2005 11:33 PM

Wendy,

Wowza...this blog moves fast! I realized I had commented and hadn't checked back. Yes, I really liked your explanation. I'm very interested in branding but I wasn't sure if I was 'getting' the metaphor part. Your description of the relationship part helped. I think a strong brand will create a relationship but in order for that relationship to happen, some type of expectation would need to be met. Would you agree? For instance, I have an expectation that if I'm paying $5 for a large cup of coffee, that coffee better doggone well taste amazing. If it tastes amazine everytime (and the times it doesn't, I get a refund or another cup), then something is being built between myself and the service.

With the Red Hat Society, it would seem the expectation is - to have fun after 50! Very simple but profound. Usually over-50 meant a more sedentary life, (boring) predictable...yada, yada. Then a group came into being that allowed women to acknowledge that growing older didn't necessarily mean becoming more bored and settling into a dull life. They tapped into a HUGE emotional need with women.

The red hat with the purple outfit gave it a face and took off like a rocket. Whenever I see an older woman with a red hat on or with red hats in her office (Sorry, Linux!) I think of the Red Hat Society.

Strong identity, honesty and committment. Yep. The RHS has got it all goin' on!

Posted by M. R. Maguire at February 17, 2005 12:18 AM