The Gay Brand

Being different in our world can be difficult. We all reject people based on race, age, height, weight, looks, religion, neighborhood, politics and even personal style. But one group is rejected by people across all categories. It's the Gay Group.

From a marketing perspective, the Gay Group creates quite a bit of negative press. Very much like the tobacco industry. No matter how much good they try and do, and how many try and prove to be 'different' than the rest of the group, they are all judged and rejected based on the common impression of the group.

When you think McDonald's, you think hamburgers and french fries. When you think Tide, you think laundry detergent and clean clothes. But when most people think Gay, they think sex, sexual obsession, sexual activity and body image obsession. Not such good representations of the Gay brand.

Unfortunately, this brand identity has been earned by the many people that choose to hide under the gay umbrella, because they know that any type of sexual activity is 'tolerated'. Even through there are millions of men and women who belong to the Gay brand that are normal and respectable members of our society, it may be the concept of 'non-judgment' or 'tolerance' for anyone and all sexual activity, that has damaged the brand.

Maybe just as our society has basic morals and values that we are asked to follow, the idea the hiding under the gay umbrella, excludes a person from those same basic morals and values, and the focus on the core group to 'tolerate' the rejection of those basic morals and values, is what further damages the gay brand.

So could it be that the rejection of those attached to the gay brand, including same sex marriage, is only a result of the public perception of the Gay Brand.