Brand Loyalty

So, a couple of weeks ago, Eshi wrote about how geeks have been turned into only one variety of person, when really the term should have a wider range. While thinking about this I started thinking about how pigeon-holing happens all the time, and that one of the most major contributors to this is corporations.

People have a mostly unspoken need to create/adopt an identity. It has been the source of some cool thought experiments, and a lot of debate in the philosophical community (monism, dualism, materialism all deal with it). This is why so many people hop into groups that offer them an identity. Nationalism is a big one, religion is too. It allows you to say "I am X" and have it mean something.

Corporations know this and exploit the hell out of it. By telling people "real X use our product" or "A product made by X for X" it makes them feel that if they use whatever it is they are selling they will reinforce that identity. They combine this with ads that make it sound as if people who choose their product are also better at using their agency than those who don't. Apple has used this since the 80's, touting that people who don't use their product are witless conformists who will never be fulfilled or have any individual identity. Gamestop does this too with the "Power to the player" ads as well. "Shopping here gives you agency" it seems to say, and people like having power, gamers especially.

I am not saying that Identity seeking is bad. Literally everyone does it, its part of our nature. I just wish that we didn't let ourselves be exploited because of it. I feel like I should be open about the fact that I don't like large corporations in the first place. I think that they breed some terrible business/social/individual habits. That being said, its pretty clear when they are being manipulative in ads, and trying to avoid supporting poor practices is something that could benefit people. So if you see a company try to be manipulative in this way, please try to avoid them. Remember, it is your actions that determine your identity, not the shit you wear while performing said action.