Addicted to 'Dash'
I began reading Chip and Dan Heath’s Made to Stick while my roommate and I were getting ready for class. Immediately after reading the kidney-heist anecdote, I turned to my roommate and explained the story to her. She was stunned by the story (I think she even smudged her make up).
And then I kept reading… What a great way to open up a book! I completely fell prey to the urban legend. I even followed the paragraphs following the kidney story to a tee – I did not read from the text even though it was right in front of me, I excluded the bit about Atlantic City for a business trip, and the friend of a friend source.
This was not the only time I have fallen prey to a myth. I will take this time to confess my recent, but short-lived obsessed with the Kardashian family. I began watching their various reality TV shows this fall and have been trying as best I can to “keep up” ever since. Their shows are addicting, but it’s almost like a car crash, you know it’s bad, but you can’t look away.
Soon after watching my first show, I became hooked on anything Kardashian. I took serious advantage of Netflix instant play to catch up with all thirty episodes of “Keeping up with the Kardahsians” and both seasons of “Kourtney and Kim Take Miami.” I still could not ‘keep up’, and began to take extreme measures - I began following all five members of the ‘Kardashian Klan’ on Twitter; I checked out their blogs; signed up for “Shoe-Dazzle,” Kim’s design-your-own shoe company, and bought their autobiography on the first day it came out. I even had my hair stylist cut my hair like Kim.
It was at this point my friends confronted me about my “Kardashian problem.” My roommate was convinced I began to talk like Kourtney, as she was my favorite, and called me out on this every instance it occurred. I couldn’t help it – I felt like I was best friends with each member of the famed family because I knew so much about their lives.
What was it about the Kardashians that provoked my obsession? I hate reality TV, fake girls, drama, and am not that interested in fashion. Was it their long, black hair? The off-chance Rob Kardashian would make an appearance on the show and brighten my day with his charm? Perhaps a combination. But what dragged me in and more so, what kept me so interested with their lives? Aside from their Brady Bunch sized family, aren’t they just another glamorous, wealthy family from Los Angeles?
It was not until I unmasked what the Heath brother’s called “villain” or “curse of knowledge” that my interest began to fade. Over Thanksgiving break, I ventured to the Kardashians’ newly opened store, “Dash – NYC.” I dragged my dad, who was also very confused by my addiction, to SoHo to check out the store in the first week it opened. I got dressed up for the event, styled my hair similar to how they would, and brought Kardashians Konfidenial (even though I knew from their tweets they were no longer in New York to sign my book).
And then we arrived at the store … or a half a block away from it, where we began to wait in line. After a short wait amongst several giddy fans like myself (and their bored, tag-a-long friend), we arrived at the storefront where two huge bouncers greeted us and made us throw out our food and drinks. Posh night club? Exclusive museum gallery opening? No - this was just a clothing store.
Inside, the store was packed. Once a bouncer ended my mini photo shoot of the store’s interior, I began to shop.
It did not take me a long time to realize why my dad was so bored. The clothes were not as I expected them to be - they lacked variety, color, and most of all quality. The sales clerks were helpless – none of them could answer my simple questions about sizes and colors.
But me being the optimist that I am had to make the most of my trip – I trusted the Kardashian girls would not let me down. I decided I had to buy something as a souvenir, so I asked a ‘Dash Doll’ (Kardashian for sales clerk) about the Dash products. I presumed these would be the cheapest products in the store, but I was stunned to find out the cheapest product on the line was a 16 ounce bottle with the name “Dash” on the label for $10. As if this was not enough to drive my father out of the store, the plain, v-neck shirts with “Dash” screen-printed across the chest were $60! To add insult to injury, they were already sold out of all white shirts and two sizes of grey ones. It was at this point my dad told me he would wait for me outside. I decided to buy the most practical and inexpensive item I could find – a Kim Kardashian roller ball perfume for $20.
When I met my dad outside the store, I was excited about my purchase and Dash shopping bag. He was so confused and disappointed in me for having any interest in “talentless celebrities” and thought the perfume smelled horrible. He suggested we, “do something that will expand your mind, not limit you to media-forced stars.”
We spent the rest of the day walking around SoHo, browsing art galleries and high-end fashion boutiques. My dad pointed out the various Armani and Chanel products that were cheaper than the, “stupid Dash t-shirts that I could have made myself for $12.”
It was at this point that I almost threw out my Dash purchase. I was so appalled by my stupidity over the Kardashians. Were they credible sources for fashion? No. But did they do a fabulous job to appeal to my emotions, wow me with unpredictable drama, and engaged me with stories from their fab lives? Yes. They had a sticky idea and followed the Heath brothers’ S.U.C.C.E.S. steps perfectly. I decided to give a Heath brothers-approved break-down of the Kardashians’ ability to be “sticky.”
Simplicity: The Kardashians are everywhere. They have made it a “relentless priority” to market themselves on every social media imaginable, take over the tabloids, and dominate the reality TV scene.
Unexpectedness: The late Robert Kardashian Sr., who was a successful attorney for O.J. Simpson, originated the Kardashians’ fame. The trial gave featured the catchy, Armenian last name in the media long after the trial ended due to a divorce between Kris and Robert, and an untimely death of the famous attorney. Then came the recreation of the Brady Bunch – a marriage between gold medal Olympic athlete, Brody Jenner and Kris. The history attached to the ‘Dash’ name, coupled with their 13-member family and two clothing stores in Calabasas, California was enough to engage an audience to “keep up” with them.
Concreteness: The Kardashians have an uncanny ability to connect with their audience because all of their actions are followed by camera and publicized in every media platform known to man.
Credibility: They’re on TV, so of course they’re credible, right? Of course - everything the media produces is pure fact and the Kardashians have the stores, wealth, and fame to blind you from questioning their credibility. Or their fame.
Emotions: If you can’t feel Khloe Kardashian’s seething vengeance for her sister Kourtney’s boyfriend Scott Discik, then you pretty numb. The show provides a something for everyone. If you like the diva, you’ll love Kim. Want volatile and boisterous? Khloe is your girl. Kourtney is the stereotypical valley girl, and their ‘mom-manager’ Kris takes controlling mom to a new level. Like the example in Heath’s book about regular popcorn, a regular family isn’t interesting, but add the strong characters of the Kardashian Klan and you have a hit.
Stories: They “take” Miami, New York, and L.A. Each episode features a hot nightclub, a cool PR guy, an adventure through the swamps of Florida, and more. The Kardashians show us their story by taking us along for the ride of their own story. It makes the viewer feel “cool” and apart of their fun activities.
So there is my confession. I am no longer addicted to ‘Dash’ because I have seen through their myth. I may have cheated a bit this weekend and watched an old episode on Netflix though. The Kardashians are masters of marketing themselves, riding out their ability to “be sticky," and are the perfect example of a modern-day myth. Perhaps they are they are simply, "made to stick."
