What’s My Brand (Leisha)

Posted: January 21, 2012 in Uncategorized

Learning about consumerism really gets you thinking about your personal brand. More specifically, what corporations see exactly when they look at me? It’s kind of a terrifying notion, particularly coming from a person who prides herself on indulging in “counter culture.” It becomes almost a laughable notion the deeper you delve into how marketing works. All this hip, trendy, ‘culture jamming’ and subversive advertising is often times just as nefarious and pernicious as the common or ‘simple’ marketing strategies employed to the greater public. My realization over the last few years is that I’m nowhere near as knowledgeable as I thought I was.

Looking at the type of shoes I buy, the coffee I drink, the magazines I glance at, it’s hard to weed out the fakes from the real. By that I mean, being environmentally conscious, human rights vocal and sensitive to the plight of animals has become a trend. Green products now aren’t really that green, but can profess to be through legal loopholes. Free Trade coffee can easily be mistaken for fair trade coffee, and yet they could not be further from each other in moral standing. It’s becoming a scary world, knowing that the warm and fuzzy ideals forwarded by the ink dot campaign can be bent and skewed just as much as any other to make a profit. Many people who believe they are ahead of the trend, too clever to be fooled, are actually paying a ticket fee for their own individuality while not necessarily supporting any of the principles they claim to have.

What’s the solution then? I’m not so sure. The only answer I have is to consume less in way of products, support as many local places as possible and always be aware that counter cultural techniques are always being employed by marketers. Really though, who knows?




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