(2003 to 2005)

Brand Conscious

Wed Jun 2 23:44:00 UTC+1000 2004


Just a quick note. So I'm a “Type A” kind of a guy. Paranoid, skeptical, etc. But as we all know, just because you're paranoid doesn't mean they're not after you.

So, now that the disclaimer is out of the way.

I read (most of) No Logo. I don't have a TV. You read my blog, you know me, you know this.

I notice branding. I have a very high-sensitivity to it. I *hate* it.

But because I notice branding, I notice some little things that might escape others.

For example, in the last three months I've probably received about 5 or 6 chain e-mails that have a branding agenda. Now, as to whether this is 'done deliberate' or just 'accidental' is really an exercise for the reader. But I wouldn't be surprised if marketing departments conjured up some funny joke-like e-mail that included their brand and a message in some way.

I've been told that “real men buy X-box“, that “Pussies drink Pepsi, winners drink Coke“, “Nike is cool“, “MTV is cool“, “Sony is high-quality“, etc. all very subtly in e-mails recently.

That really pisses me off. I can just see a marketing department doing it on purpose. They create an 'image' in the e-mail, tailor it to a specific audience (i.e. “Macho men“, “Disillusioned teen“, etc.) then spray it into the ether to let it do its job under its own steam.

I'd include examples, but I couldn't be bothered. You can just believe me. Someone is fucking with your mind! Be very careful.

I try to use the 'generic' name when possible. I'd never say 'Hoover', I'd always say 'vacuum cleaner', and I'd never say 'Kleenex' I'd say 'tissue'. Unfortunately, I still feel a little pompous when I say 'cola' instead of 'coke', but I'm working on getting over that feeling. I go out of my way to buy brands that I have never seen via advertising.

When I'm a millionaire I'll employ someone to do my shopping and remove all labels from all bottles, cans, etc. before they enter my home.


p.s. Hoover, Kleenex, etc. are all known names in my spell checker. That just pisses me off.

Copyright © 2003-2005 John Elliot