A few months ago I read the book "No Logo" by Naomi Klein (http://www.naomiklein.org/no-logo) which was recommended to me by a number of friends. The book was very insitefull. N. Klein is a very insightful cultural exogite and has a firm understanding on the role marketing and branding has on the human psychie. Before reading this book, I didn't have much time for advertising or branding - dismising it on the assumption that branding is merely a tool (amongst many) to sell stuff. While this is true, it also plays much deeper into the human desire for purpose, belonging, and community - something that humans are wired with a need for.

It was not until I read this read this book that I understood the impact that branding has on the way we interact with life in the western world. Branding is not something you do to a product to help you sell it, it is a name that affixes itself to your identity. For example the statement "I am a mac user" plays as much an important, if not more, in determining ones identity as saying "I am a New Zealander" or "I am a follower of Christ".

Now No Logo is not about how great branding is, but about the way corporates have use it to redefine society for their own profiteering (the author is much more of an anti-corporate activist than a marketer).

This book served as a catalyst to thinking about why we as a species find meaning in a brand, and often, our whole identity.

As part of my "research" I have cottoned onto Kevin Robert's blog http://krconnect.blogspot.com (he's CEO of Saatchi & Saatchi The Lovemarks Company). It is interesting to see one of the worlds most successful perpetrators of the 'brand as a way of life' philosophy comes at the issue.

My thought process is also trying to reconcile/formulate a christian understanding of how branding fits with the cross, and our identity as followers of Jesus.

Finally to finish with a quote from Alice in Wonderland:
"Who are you?" said the Caterpillar. The Caterpillar and Alice looked at each other for some time in silence: at last the Caterpillar took the hookah out of its mouth and addressed her in a languid, sleepy voice. "Who are you?"