CORE Culture

SMG Student Government’s Junior Class Officers recently released the CORE hoodies. Thinking back, I’m sure you all remember what has written on the hoodies last year. They read, “You think you know, but you have no idea.” This year, in addition to spoofing the all-so-famous MasterCard line, a top brand has managed to make its way onto the core hoodies. It reads something like this: “Tuition… $42,000, Text Books… $540, Red Bull… $2 x 48. Spending 174,320 hours with your team… Priceless.”

We learned a lot this semester about ways in which brands become a part of culture. Red Bull did not pay for this spot. So how did it end up on a sweatshirt that business students at BU will remember for years to come? It has become part of the culture, meshing well with the existing culture of hard work, late nights, and minimal sleep. Red Bull fits right in as the fuel that keeps many students afloat.

So in the days of “Google it,” “Facebook me,” and “Febreze it,” brands that really resonate with their target, that can really find a way into their lives, and that can become the "only" and best way to fulfill a need may find their path to success laid for them.

-Nadia Schwartz