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Branding Hope and Dream

Interesting discussion on brand mania and what it is all about. To quote Debbie Millman, a branding consultant:
When we covet a brand, we covet the feeling that that we hope that brand will produce as a result. Most people believe that brands are the promise of an experience. I believe that brands are a projection of our hopes and dreams and fantasies about who we are and what we want people to believe.
Later in the interview she talks about how some brands have stayed on with her because those products marked some rite of passage in her life. While I am not able to relate to brands are a projection of our hopes and dreams and fantasies about who we are and what we want people to believe, I can understand this.

How can you view your hopes, dreams and fantasies through a Prada bag or a Burberry coat if thousands of others use the exact same vehicles to project theirs. It would be the hopes, dreams and fantasises of the masses that you would be acting out not yours. It would mean then that you have none of your own. Surely, that must not be how the brand fanatics of the world want to be perceived by the rest of us whose aspirations don't require a designer label to be expressed.

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workhard said…
brands are just fads, there just as good as the regular stuff, nothing better, its just a way of showcasing wealth



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