WOW Branding

Recently after being in a long-term relationship I found myself to be fabulously free and single. As an out-going, independent, modern gal my first instinct to meet new people was to go through the inconspicuous, the “be-who-I-want-to-be” route of on-line dating.  Through this experience I became acutely aware of all the branding involved in this modern world of dating.

At my disposal the three dating services that popped out at me were Plenty of Fish, Lavalife and E-harmony. In short, Plenty of Fish resembles the traditional night club of the dating scene, Lavalife’s positioned as a urban online lounge or a trendy coffee shop and E-harmony has replaced the traditional “meeting through friends” scene. Not only are the on-line dating companies specialized and target specific, I too was becoming a commodity.

After a couple of weeks of sending smiles, “ping-ing” people, or checking profile photos and passing judgement, I found myself browsing and selecting potential candidates with no substance or merit. I was picking out my ideal man like I was shopping at the grocery store - looking for good colour, freshness and ideally, some firmness.

In the end I came to the conclusion that online dating only succeeds through our failure and desperation of finding the “happily ever after”. It does amaze me how consumed we - social interactive beings- have been trained to communicate with the least amount of effort ever. We have become a digitized generation, lowering our social skills through the use of social online networks.

After my experiences online this fabulous commodity has gone offline, appreciating the real life - with real people.

To be continued....