My Brand's Better than Your Brand

By Rev Amari Magdalena

Wonder why there is so much seeming descension in the world when we talk about ascension? Competition is the culprit along with its twins Comparison and Envy.  We are in competition with one another, not unlike the survival of the fittest animal world.  Sad truth or real recognition?  In a world much in need of cooperation and collective consciousness for good, how on earth do we surrender our survival instinct?

Let’s start with the word “Brand” or “Branding.”  Like so many very “testosteronized” words, this evokes an image of placing a hot iron on an animal to identify ownership. It’s like “more bang for the buck.”  And, I could come with other examples of expressions in our lexicon that demonstrate a masculine warrior mindset.

Language creates culture.  More than ever we are seeing this evidenced as American English is being impacted by emojis, memes, hip-hop, and many other sources of modification and adaptation. It appears we are talking to one another through our brands (personas) and not our authentic selves.

I was involved in advertising and marketing many years ago in a more in-depth way.  I came to understand the psychology of advertising. We had to assure that our product or service was miles ahead of the competition.  Some of that was about adding bells and whistles.  Other aspects were aggressive methods of mind games.  Personally, I strove to only develop marketing materials for products I believed actually added value when the company was mine.

Of course, today with multiple websites, I am completely aware of the need to share what I offer.  Yet, somewhere in the gap of manipulating one another and creating perceived need, is a call for truth and connection.  Connection is the much-needed game, yet our attempts to brand, separate us.

Capitalism is being held most responsible for our current raging consumerism.  Even small children are targeted and turned into consumer robots at earlier and earlier ages. We are programmed to want more. I’m reminded of the song Madonna sang in Dick Tracy, More. Lyrics ended with “and what will we want when we have it all?  More!

Sadly, we are easily hypnotized into to purchasing goods whether we need them or not.  Being good trained consumers, we often look for products whose names we recognize.  How do we know about them? Moving away from brick and mortar stores, print and broadcast media, now we’ve moved into internet commerce.

Countless books are available to teach us how to master social media to get our goods or services before the public and enjoy huge success. Multi-Level Marketing, formerly pyramid schemes, hasn’t died.  It is enjoying a resurrection with new products.  Affiliate marketing is now on the rise. And, we continue to be lured into spending.  Each brand flashing and popping up via information obtained in algorithms, commands our attention. Clever programmers are developing workarounds to overwrite ad blockers software. We are being invaded.

What happens with invasions? People run and scatter.  Result? Separation and the replay of that old game of Us and Them, lack and fear, yours and mine magnified.  Pink Floyd sang so brilliantly about this: “Us, us, us and them, them, them…in in the end we’re only ordinary men…” I’ve found that one of the saddest brands for causing separation and even wars, are religious organizations.  Our God is better than your God.  Oh my!  Everywhere, we are being pulled apart rather than moved towards one another.

Obviously, I understand the need to best present our products and/or services so that we can prosper. Personally, I believe there IS enough for everyone and that we ultimately choose based on our own pyramid of needs and wants. If this little tome stands for anything, it is to say that let’s take offensive and separating language out of our sharing.  Let’s adapt a philosophy that believes that there is no scarcity and each of us will be drawn to right, for us, products and services.  And, perhaps we could enjoy more camaraderie with those in our similar industries that adapts a win/win attitude for all.

And, for heaven’s sake, quit “Branding” anything, animals included!  Develop logos that you love. Write copy that speaks to the truths of your essence and intention to serve through offering your product and/or service.  Refer to others when you can.  Reframe from stealing ideas from others and claiming them as yours. Share your wisdom when you are able to help others. Embrace humanity not corporatocracy. Purchase locally when you are able.  Return to the goodness of Me and You.  Focus on the planetary citizenry and the health of our small planet in making purchase choices. Contribute to the common good as you are able.

“A thorn defends the rose, harming only those who would steal the blossom.”  Chinese Proverb