We cannot live without them
Brands are addictive, even though millions of consumers might reject the idea that brands can be addictive. The automatic connection between us and these brands is inseparable, as we often see them as our friends and, in some cases, as part of our family circles. The relationship runs deeper than many realise, and it is important to remember that these connections differ from the relationships we form with people throughout our lives. Some may argue that this is untrue, but we begin forming relationships with brands from a very young age.
The use of primary colours plays a significant role in childhood cognitive development, meaning that these colours can influence the way young minds process information. That influence is powerful and far reaching. Numerous examples demonstrate how major brands have captured our imagination and reinforced these relationships over time.
These influences often revolve around similar ideas because the emotional responses they generate are not vastly different. The general consensus appears to be rooted in the psychological and neurological aspects of human behaviour. Science is essential to understanding brands and their impact because the human brain often responds in similar ways when visual and auditory messages are convincing.
Our understanding of brands frequently begins in childhood. We see burgers advertised on television and immediately associate them with McDonald’s. Our brains begin to tell us that the place to satisfy that desire is McDonald’s. This stimulates our cognitive processes, encouraging us to think about the colours, logo and overall identity of the brand.
As consumers, we gradually build a relationship with it and, in some cases, become protective of it. For example, if a friend asks, “Where can you get the best burger?” the default answer may be McDonald’s. This demonstrates the strength of the association we have developed with the brand.
The relationship can become even deeper because brands can sometimes be prioritised over personal relationships. In certain social circles, not wearing a recognised brand can make an individual feel excluded or isolated. A deeper examination of cultural spiritualisation reveals values and behaviours that shape a sense of belonging. Although this concept may seem vague to some readers, it highlights how corporations use brand personality to create emotional connections that make consumers develop genuine affection for brands.
Cultural spiritualisation is a powerful concept because brands have been positioned as part of a global culture that appears to care about us and remain with us through difficult times. One example is Ben & Jerry’s and its public support for the Black Lives Matter movement. The company presented itself as an ally of the Black community, encouraging many consumers to believe that it shared their concerns and would support efforts to combat racial discrimination, particularly in the United States. Yet the spiritualisation of brands can conceal a more commercial reality. Ultimately, integration and solidarity can become secondary to the objective of selling products.
Critics argue that Ben & Jerry’s benefited commercially from its association with the movement, recognising an opportunity to strengthen brand loyalty among affluent consumers and develop products that enhanced its wider catalogue. This example illustrates how brands increasingly position themselves as social peers, and how society has broadly accepted that role.
The narrative surrounding brands is almost always positive, regardless of how their actions are perceived. Brands have undoubtedly changed the way we live, while also creating a contemporary belief that they exist to represent us and, in some cases, elevate us above those who do not engage with them. This can become a subtle form of idolisation, allowing brands to exert significant influence over our daily lives without us fully recognising it.
The purpose of this argument is not to encourage people to dislike brands or view them solely as commercial products. Rather, it is to encourage greater awareness of the role they play in our lives. Brands can enhance our experiences, but they can also shape our perceptions and behaviours in ways that make us feel dependent on them. In essence, brands have become our social peers. Their influence continues to grow, and in some cases, that influence can become so powerful that it is placed ahead of friendships and even family relationships.
