Modern Branding

Branding is kind of storing data into human brain. This data means nothing but when it’s processed by human brain in various decision makings, it will change our production and consumption patterns and it will form the world in the way we live today.

Humans have a complex brain, capable of reasoning, emotion and introspection as the result one of the most developed species in terms of communication on earth. The new concepts in system analysis admitted that the relation between the entities of every system is the most important part of that system. Ergo our civilisation today would be the result of our strong communications rather than our strong brains.

Let’s look at the symptoms of brands in our daily life, we are living in an over-communicated society so probably while reading this article your brain has blocked or bypassed some content of this page in the hope of finding the important items! What are the important items anyway?
If we look at our spending patterns we buy items because we “think” we need them, like buying red shoes, do you really need red shoes? Something in our unconscious mind is telling us if we buy a particular product we will look smarter or driving a particular car is so prestigious. Although the process has altered your consciousness, you may not agree, as denial is the most predictable human response.

The second industrial revolution started with invention of modern sewing machine in 1851. The 19th century was the time of mass production and factories were built with high capacity of production to produce better products with the lowest prices ever. We may know Henry Ford as the founder of Ford Motors, but most importantly, he was the inventor of Assembly-Line.

This mass production needed huge demands for the products, as the result exporting the products and expanding the market to other countries seemed to be a stable solution, but did not last for long. Soon the national and international markets were saturated with products.

The increase of the product quality made the product life cycle longer, so consumer could use the same product over a longer time. So the problem was critical, how to sell one more product to the consumer who already had the same product (replacement)?
Just look at our today’s spending patterns, purchasing replacement items occupies a big portion of our spending budget. This pattern may vary according to the countries’ wealth, culture and the influence of media.

Back in the late 19th century, Sigmund Freud founded a new world, he is known as the father of the psychoanalysis. What he introduced to the world of psychoanalysis (ID, ego and super ego) was used in a very cleaver manner by the investors in the industrial revolution.

The idea was connecting the product to human ego, as the result this is the world we are living today.

 So probably now we know why we need a red shoes! Yes, because we think we need it. It is hard to wear, it’s expensive and with all the health problems, we still want it and we still buy it. It’s small on the foot but big on the ego.

Inexorably, if we don’t buy the red shoes we will create fluctuations in the most simplistic equations that run the world today. We will face the emergence of an integral anomaly that can destroy the foundations of the world economy.