29 April 2008

Identity Theft


Haven't you met people who are obsessed having a prada bag, a nike shoe, a kate spade blouse, a DWR furniture, a starbucks coffee. Other than being an imperialistic and a collective choice of an " herd mentality" having to posses these products for being part of a society that wants to hide behind these brand names there are other pieces to the puzzle.

You who want to have a prada bag also want to hide behind this brand image because you do not have an identity for yourself. Hence you find your security and comfort under a 'prada' so that you will be able to wear the confidence, self esteem and a status in society that this bag claims to bring you when you buy this bag. Incidentally, you are not buying a bag, you are buying a 'prada' -your pendant of status symbol that proclaims that you have arrived in society. Without this bag you are a "no-nothing". That's why brand management does not sell the product, it sells the values, the image. For $$$$$ you are buying the pride and other images that the advertisement sells about the product. When you see Catherine Zeta Jones advertising for 'prada' you are buying what Catherine Zeta Jones is personified in the media. Catherine Zeta Jones does not need the 'prada' for the values, but you need the 'prada' for imagining yourself in her shoes. You have spent your money for 'imagination'. And for that you beg, borrow, save and steal the money for buying the product. On the contrary if you persevere, work your brains, work smart and hard , you are creating your own brand. Hence when you are establishing your identity, having a mission, a vision, creating and recreating, you are making a brand.


So what brand are you carrying today ?

7 comments:

vineeta said...

I so know what you mean. Its really important to inspire yourself, look at who you are today and figure out if you are comfortable with that & if not you are given all the moments in you life to change that. Life is beautiful & generous :)

Vinita said...

First time on your blog. Came from artnlight. Very good thoughts. That's what today's generation especially girls need to know.

AS they say we have it all backwards.. We work hard to make money to buy stuff to impress people for whom we don't care and what we think will bring us happiness. Where as we should be happy first or as you say create your own brand and then everything else will follow.

Nice post.

Vinita

Anrosh said...

Vineeta: That is a lesson that I must practice.

Vinita: We all enjoy different rides !

Thank you for your comments - different perspectives

corine said...

A-men. If it's got a brand name on it, I suddenly don't want it no matter how good it might look. Somehow I passed this distaste on to my kids. good.

Anrosh said...

corine, a swatch watch for a 3 year old to learn numbers bought by her mother prompted me to write this post.

swati said...

I came to your blog from My Marrakech and loved this piece. I remember having simillar kind of discussion with a potter friend of mine and she said but we are the designers!!! why do you have to borrow the designs from somebody. Be it Prada or xyz.....

Anrosh said...

swati - that's nicely put - "we are the designers"

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