Brand identity is not your identity

I was contemplating about the significance of the brand in our real identity.

Let us examine what branding does. It caters to 2 primary emotions – 1) dissolves fear eg. Horlicks dissolves the fear of your children turning dumb, fear of losing your loved one etc and 2) caters to your desires eg. Shoes make you the desirable one for the other species; Laptop makes you successful in your job etc.

Now let us look at spirituality. It talks about collective consciousness which means, what you think of yourselves and others are rather maya. We all are one and the same. The same consciousness lives inside you and me. This mindset removes fear and desires from individuals.

Summary is, the same emotions of fear and desires that branding tries to invoke and cater to, ceases to exist when one lives by holistic thinking. Therefore branding treats the disease as against Spirituality prevents the disease from occurring.

Then why am I in branding? As someone famously said, ‘we are in the business of selling hope, not soap’. This segment is still 99% of the world’s population