Cerebral Combustion
Taken over by the Brand Republic
I recently received an e-mail message from a young reader in Ateneo de Iloilo asking if I am into "branded goodies". While I thought the question was amusing, it sure got me into thinking if I am or how far am I immersed into the tag culture of materialistic concerns. Instantly, to answer my own momentary ruminations, I felt a little complex of self reproach knowing that I too is among those who are aware of the impact of carrying a Balenciaga bag or strolling in a bejeweled Blahnik pumps in spite of the reproaching glances obviously thinking if it is counterfeit or not. The fact that it's real but actually is a hand-me-down from a friend in the States isn't helpful. Yes, it makes me feel good to have and wear branded goodies but not necessarily to the point of buying them myself. I cannot for one afford to burn thousands only to show off somebody's name in my attire. Still I do not quickly dismiss the hanging reality that if I have a cash overflow it would be a deliberate lie if I will not buy the luxurious Vuittons, Pradas, Diors, Chanels, or Louboutins and Jimmy Choos for my shoe whore feet, and perhaps live a life ala La Greta. Maybe in that sense I am, but not until I have millions of that valuable thin piece of paper, I would opt to acquire my goodies in the nearest store and stray from looking like a wannabee victim. I confess I am not quite a smart buyer but my preferences for paying a product is often a choice between comfort and quality and creating a personal sense of style based on who I am and what I feel wearing -- with brand or no brand. Of course I like having the branded goodies, but while I cannot freely acquire the high tag price of indulgence, I would settle for relatives or friends' donations, sales, gifts or sponsorships. And ukay-ukay.
I guess 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.
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.
"I am irresistible, I say, as I put on my designer fragrance. I am a merchant banker, I say, as I climb out of my BMW. I am a juvenile lout, I say, as I pour an extra strong lager, I am handsome, I say, as I put on my Levi jeans" -- John Kay
(Be heared. Mail me at du_minatrix @yahoo.com. Happy Birthday RC3 Chua.)