Page 52 - Msingi Afrika Magazine Issue 5
P. 52
ECONOMY
Emotional
Branding
You are the Product
CHIOMA PHILLIPS
ear of Missing Out? Just es that want their money. I am that you can be seen by people
have to have it? Just deadly serious. You don’t need who don’t care about you be-
have to be there? That’s margarine, but you were con- cause the guy who branded the
FMY style? vinced to buy it by someone who event gave it an intrinsic value
Honey, you’ve been played!!! wanted to make some money off that made you believe that it
Yes, you. Yes, seriously! you – not so that they could pay would be important to your social
Come closer, let’s talk. their staff, but so that they could standing to be there. Yes, I am
Most of the stuff you buy, you buy stuff they don’t need. How even talking about a networking
actually don’t need. A need is did they manage to convince event where all the ‘who’s who’
a requirement, a necessity… a you that you cannot do without were present. Did you ever won-
something you cannot do with- hydrogenated vegetable oil that der what made them part of the
out. Like oxygen. Not another may not be nutritionally benefi- ‘who’s who’ or a ‘trend-setter’ or
pair of shoes. Or a ticket to an cial for you? This wonderful tool why you believe that’s even a
exclusive event. Or the latest called branding. Actually, it’s thing?
whatever. Need is food. Not piz- more like they manipulated your What is branding? It is the pro-
za. Something to sustain you emotions to get you to do what cess of creating perceived value
and give you the nutrition, im- they wanted. to make the target (did you know
munity and strength required How? They appealed to some- that a target is a military term?
for whatever task is at hand. In- thing that is inside of you that But I digress again.) … to make
cluding preventing or recovering either wants to fit in and be ac- the target form an association in
from an illness. Need is water. cepted or wants to protect or their mind, that causes them to
Not the most expensive bottle help your family or save money be loyal to the item that is be-
of wine. Something to hydrate … or your favorite song or col- ing branded. Kind of like training
your body, to ensure proper or. Yes it’s that easy. Just check a dog. Dogs believe you offer
and effective cell function and what’s on your shelves in the something of value and they
cleansing of your system. Food house and tell me I’m lying. You offer you their loyalty. It seems
and water you can even do bought that stuff on a whim or mean, but just pause and think
without for a period of time. It’s because you saw an advertise- about it before you react. (Oh
called fasting. It helps you mas- ment or somebody you look up and I’m not the first to use a dog
ter self. Fasting has even been to is using it. The last time you as a teaching reference, Some-
deemed healthy. Hmm, I guess grabbed a slice of bread (that one much greater than me led
God knew what He was doing all you also don’t need) and ate it the way in that.)
along. But, I digress. with peanut butter or plain, but How do they get you to form an
The majority of people on earth without margarine, did you die? association in your mind that
spend their money on items that No. How do I know? You’re read- is so powerful that it accesses
they do not actually need be- ing this sentence. So, no, it’s not your subconscious and influ-
cause they have been manipu- a need. ences your choices at the level
lated into doing so by business- You want to go for an event so where you believe firmly that it
52 | heal . restore . rebirth . Afrika
