How brands shape our identities All of us are surrounded by brands. Designer brands. Bargain-shopper brands. Brands for seemingly every demographic slice among us. But have you ever stopped to ask yourself how brands influence you? This week, we look at how companies create a worldview around the products they sell, and then get us to make those products a part of who we are.
I Buy, Therefore I Am: How Brands Become Part Of Who We Are
"I sort of settled on this idea that I would try to be...a boundary-spanner," he says. "So I hung out with the nerds, I hung out with the jocks, I hung out with the musicians."
As he spent time with these different cliques, he noticed that each had its own set of badges, its own language. And he realized that if he could speak that language, adopt those badges, he would start to blend in. So he started wearing the things the other kids wore. With the athletes it was Nikes. With the musicians, Chuck Taylors. With the hip hop kids, Adidas – but without the shoelaces. It was like a costume, but deeper.
"A brand is so much more than a tagline or a logo," he says. "It is more of a meaning system."
This week on Hidden Brain, the psychology of brands. How companies create a worldview around the products they sell, and then get us to make those products a part of who we are.