Status is not about status in the way society relates to the word “status”.

Status is not about having a big house, a fast car or dressing fancy. “Status” as it relates to marketing, is really about understanding social positions and the identities of customers.

Someone might feel that they have the social position of being neglected or falsely accused.

One might have identify that they have the social position of being well off and being able to buy anything they want.

Others might feel like they are the underdog and that they must prove everyone around them “wrong”.

Some, try to be contrarian – to be different from the crowd by separating themselves from it. They try to create a social position of their own making.

Once you see social positions you can’t un-see them however, the important thing to understand is that you can only see social positions in contrast with other social positions.

This has nothing to really do with income class, equality or a classic understanding about social classes. This is about an individuals perception of self and the social positions of the group around them.

For example, one person may take the group lead, the other takes notes, one blindly followers and the last tries to disprove everything that is said.

Each person in different situations, assumes roles of what they feel their social position to be in that moment and adapt their social position based on others.

Some people will challenge others social positions, some follow suit and others try to self promote their own social positioning.

Status roles fluctuate and change based on the situation. Some people try to fake social positions – and people call them out for that.

Social positioning and status is one of the fundamental ways people relate to the world.

So next time you hear another new buzz word like “servant brands”, “ad tech” or “story telling” – assume the status role of being contrarian and critically thinking for yourself about what concepts are really the most important in your marketing strategy.