Brand Brain

Humans are, in essence, not rational. We don't let rational and careful considerations guide our behavior. That's just how we've evolved, and it's not a good or bad thing; it just is. We don't act rational as consumers, we don't make rational choices in elections; we're primarily guided by our emotions and subconscious mind.

Capitalism's imperative for profits and growth has brought us to a situation where our subconscious minds and emotions are being addressed to influence our behavior, primarily as consumers, but also as voters, citizens, students and so on. I mean, every aspect of our lifes has been turned into a commodity to be sold, so capitalism influences our behavior in every role we adapt. If you, like me, see society becoming colder, harder and with less empathy, see more hate and distrust between individuals and groups alike, but still don't believe capitalism is to blame, then I would remind you that fear is one of our most basic and primal emotions, and when our emotions are being played by profit seeking entities, they play on our fears. When an advertisement displays happy people, it plays on your fear of missing out on that happiness if you don't buy the product that made all those happy people so happy.

If you're a regular here and have read my posts about Apple, you already know I'm not a fan of that brand, and I've given many reasons why, mostly because Apple hasn't invented anything at all, but profiles itself as a brand of and for creative people. What I haven't elaborated on is the cult-like following the brand has established for itself, what it does to the people who fall for the completely dishonest image they've successfully painted in the public's eye. That's why I was pleasantly surprised to stumble across the below linked video; it exactly describes what influence brands have on our brain, how they affect our behavior as customers, but generally as human beings as well. Towards the end it describes another deeply rooted human trait that's being taken advantage of; our sense of and need for community. The big brands represent the corporate takeover of traditional pillars of community, like religion and the family. Owning, wearing, consuming a certain brand tricks us into believing we belong to the tribe of that brand...

But for me the best part is where Apple users are compared to Samsung users. And I must admit that I own a Samsung smartphone, an old one, a Galaxy S6, and I must admit that I fit the profile shown in the video perfectly; it says that Samsung owners don't identify with the brand, but they do show hatred towards the Apple brand. There you have it: I myself am guilty of being played through primal fear. I have a brand brain, like anyone else. But like I said in the beginning; we're not rational creatures, at least not completely. Acting rational takes extra effort. But we can make sure that we're aware of this human trait, and try to act accordingly...

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