With our constant consciousness and affinity for the good things in life and what it stands for, brands become a pertinent statement of social status, values, lifestyle, and even display of power. As brands become a part of the rich mix of symbols from music, art, fashion, career, income levels, properties, even philosophies and religions, this now epitomizes a creation or a definition of self or of a society with modern and higher perceptions, mindsets and perhaps worldviews. A brand therefore becomes a meaning-making system which generates and embodies a set of values which are embraced by its target audience. People choose brands that have the right meaning- something that could well define who they are, what they want to feel, or what they want others to perceive them to be. Because these brands create a certain feel, and a certain sense of self through internal and external beliefs which are thoroughly embedded in the images and the dominance of influence by advertising, consumers get fixated to the meaning being implanted on those beliefs.
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You are what you have; you are not what you don’t have. Brands become an identity; a culture of conception. Belief, passion, commitment, recognition, credential, connection- people want to belong to something bigger than themselves no matter what it takes or how much it takes. It is not all wrong and not all good either. Brands can transcend us far from reality, create a dream or aspirations. Overtime our consciousness reflects our choices for what we consume. We have moved beyond our needs. We are not limited anymore to the traditional culture we were born into. We surely have shifted ahead. But while we can be possessed and replaced with the identity of other people’s names, shall we not forget our own. Who you wear is just as important as who you are.
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