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Then after 1970 when cigarette advertisements were permanently banned from televisions this brand became even more popular to go on to become the largest manufacturer of cigarettes in the world this brand we're talking about goes by the name Marlboro and Marlboro today is so huge that it has got more consumers than its next 10 competitors combined the question is what the hell did they do because of which the very same cancer report and the bag which is essentially supposed to kill its business ended up becoming a stepping stone for Marlboro the goal of $58 billion brand the answer to this question lies in one of the most iconic marketing strategies ever witnessed mankind which is called as lifestyle marketing Now let's try to understand this using a very simple example that is closer to home if you are 90s kids and you watch Sachin Tendulkar play I bet you that at some point in your life or someone in your friend circle must have bought an MRF bat and chances are that when you visited the store you knew nothing about English Willow cashmere below you do not care which would the bag was made of you do not care whether it was original or duplicate you just wanted a bag and then you had two choices that's with no stickers and bags with MRF stickers and you chose the MRF bat by default and then after that God knows how many years later you realized that the full form of MRF is Madras rubber factory and the fact that MRF is primarily manufacturing play company which just happened to sponsor Sachin Tendulkar later on this very same thing happened to Reebok when Dhoni started using Reebok bats no you're the question is is it a coincidence that millions of children all across the country was so stupid to mindlessly buy a bat with the sticker off a rubber tire company if not then how the hell this even happened well here's where the magic of lifestyle marketing happens we all idealized Sachin Tendulkar and we all wanted to be like Sachin Tendulkar so subconsciously the MRF bats made us feel as if we were holding the exact same bag as Sachin Tendulkar himself so to put that strain what we essentially bought and when we bought MRF bats he's not the bad itself but the connect that it had with our idol that is Sachin Tendulkar because we wanted to be like Sachin Tendulkar now in the US the same thing happened to nikes air Jordan shoe lineup wherein when Nike signed up Michael Jordan the fascination for air Jordan shoes became so crazy that even today after 18 years of Michael Jordan's retirement he still makes $100 million every single year just in royalty this is what we call as lifestyle marketing wherein consumers buy more into the lifestyle of the icon who's associated with the product than the product itself And this is exactly what the market is of Marlboro cigarettes did to their brand after the 1964 report which was released by the Sergeant general of the United states brands started to do everything in their capacity to keep their reputation some brands tried to justify cigarettes while some brands completely disapproved the very research itself back then it was a very small company that made cigarettes only for women but as soon as this news broke out the parent company of Marlboro which is Philip Morris decided to shift their method of marketing and became an epitome of business propaganda in the 20th century So what the market did is that instead of justifying smoking and using statistics that were difficult to understand they came out of the campaign called the Marlboro man use the capital who was supposedly everything a man wanted to be like and they named this character the Marlboro man Marlboro man was a cowboy who had a perfectly built a body and the commercial showcased him as the ultimate archetype of manhood he was tough affectionate and stylish and overall stood as the icon of freedom and and you guys and just as weak it's got into MRF bats men of the 1960s were so fascinated by Marlboro man and started buying Marlboro cigarettes that the commercial became a massive game changer for the company and within a year Marlborough went from having less than 1% market share to becoming the 4th largest cigarette manufacturer in the world and the fun fact is in all of those commercials cigarette was not in the prime primary subject of focus in fact cigarette as a product got less than 10 seconds of footage time in all of those commercials and because of this even when cigarette commercials were permanently banned from television and brands couldn't show cigarettes in their commercials on TV Marlboro was very easily able to navigate through that situation because their focus was anyways not on cigarettes but on Marlboro man himself and that is all they were able to communicate their emotion very easily even through print and magazine and this is the reason why even after the 1970 bank Marlboro's business still kept growing in fact the sales skyrocketed because the rest of the brand was struggling to market their brands without showing their products and that is all Marlboro became a legend advertising and laying the foundation for Marlboro to become a $58 billion brand no more than a business lesson there is a very very important life lesson that we all need to learn from this iconic case study people just like Marlboro in the 1960s even today what we often fail to realize is that we are constantly being bombarded with lifestyle commercials that do not appear as ads but in the form of pop culture icons now this includes a James Bond appearance when he appears in a tux and symbolizes gentlemanliness or Kabir Singh who's portrayed as the epitome of manliness now regardless of how lucrative they look what is important for us to understand is that they are merely tapping onto your insecurities to convince you to do something which will give you a feeling as if you're an elevated version of yourself but the truth is because of your lack of self-awareness you don't realize that your insecurities are putting money into their pockets eventually to make those companies billions of dollars how to turn you into a sick miserable addict of either a cigarette or social validation depending on what you're buying into so keep your eyes open and do not fall into this trap and last and most importantly my big brother's advice to you is always remember that buying dumb crap will never make you feel happier or make you a better version of yourself the only thing that will make you feel better is your acceptance of your insecurities and imperfections and at the end of the day if you do not embrace your insecurities some billion dollar brand will dig into your misery and make a fortune out of it so think about it and if you think I make sense to you then help me spread this message by sharing this newsletter with as many people as possible like once a great woman said "imperfection is beauty madness is genius and it is better to be absolutely ridiculous than to be absolutely boring" if you learn something valuable then hit the like button to support and for more such insightful business and marketing case studies subscribe to the newsletter thank you so much

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