"I once stayed up 56 hours to meet a deadline"
"I once stayed up 56 hours to meet a deadline"
To most people the content or quality of what is said doesn't matter, what matters to them is who said it... AKA the brand.
When most people go out and buy clothing they don't go and buy it based off of the material or even the look of it. Most of the time people buy based off the brand. It doesn't matter whether it is quality or isn't. It doesn't matter if it looks right. It doesn't matter if it's expensive. In fact, the more expensive the better. That means the brand is better. And the brand is what matters most to people.
The brand is like a friend. The brand feels good and makes you feel like you are making a good buying decision. You have seen the brand again and again and through the years it has grown on you. The more you see it the more you like it. Brands like Nike, Adidas, Chanel, Dior, DG and all the rest spend a huge portion of their budget on convincing you that their brand is the best. These companies don't just sit back and let you choose their products un-branded. They don't release their apparel without the brand on it. No way. They make sure that you know what brand it is when you buy. After all, if it had another lesser brand on it you wouldn't buy it. You know what brand you want and you're willing to pay big bucks for it.
So with clothing we buy based off the brand. The brand is the authority when it comes to clothing. Sometimes the brand represents quality. Sometimes the brand represents fair value. A lot of the time it represents neither.
And the same thing can be said about people and sources. When people make arguments about something most of the time the argument isn't their own. Most of the time the argument is from a "source" or an "authority", or what I would call just another brand. Since most people don't understand many things themselves they have to lean on somebody else to do the thinking and speaking for them. And this other person is a brand. And the same way brands like Nike and Chanel work hard to convince you that they are the best, people do the same thing.
When people get information from a source like the news they are relying on the brand. People don't actually listen to the content as much as they pay attention to who is saying it. This is why it's important to have good looking people on the news. You can't have an ugly person saying the news, that's just bad business. People want the news delivered from the right brand.
But it doesn't stop with news. When people do scientific research they look for the big brands. When people are looking for sources they don't want none of them Walmart brands, they want the good stuff -- the Dolce & Gabbana of scientists. People would much rather cite Richard Dawkins than some no-name scientist that doesn't have a brand. With science it's not about the science, it's about the scientist.
If you walk into a church most people aren't there for the content, they are there for the brand. People want the atmosphere and the lights and the whole production that the content is wrapped in. Rather than spend 2 hours in church you could just read for 1 minute and get the same amount of content, but that's not a brand. That doesn't have an authority figure walking you through and assuring you every step of the way. It doesn't have that brand.
If you challenge a religious person on something they're not going to respond to you based on your arguments, they're going to respond based on their brand. Whatever their religious brand represents is their argument. The content of a religion isn't important, the brand is important. Becoming a better person doesn't matter when it comes to religion, what matters is whether or not you are that religion. You have to be the brand, not the content behind it.
Now I'm not saying this is bad, I am just recognizing it for what it is. Sometimes it can be good to trust a brand and go to it. Sometimes it can be dangerous and can be used to fool you. It depends on how it's used.
But in general most people lean on brands when they are incapable of discerning the details behind the brand themselves. If somebody knows the same things about science that a Stephen Hawking knows then they won't use him as the brand behind their decisions. They will be able to explain their decisions on their own independent of the brand.
You can tell a lot about a person by whether they lean on brands or whether they lean on the underlying aspects behind the brand. The outer brand is a surface level representation for people who are less discerning. The energies behind the brand are the true measure of value and relevancy.Filed under: Personal Development, Branding