April 28, 2006
Bonfire of the Brands

I have been topping up my self-esteem and my social status by buying the right branded things, so that I feel good about myself, so that people can know who I am. In my world, the implications of wearing a crocodile as opposed to a polo player on the breast of one’s shirt are of crucial importance. Understanding the differences between Dualit and Dyson, and what they say about their owners is reflection of style and good taste.
By now you’re thinking that I am a particularly shallow individual and, to a certain extent, you’d be right. But I think that in small ways, we all behave like this in our daily lives. A stranger waves as they drive past in the same model car as our own. Snap judgments are made on youths dressed in white Reeboks and hoodies. That little bit extra spent on our favourite name brands in the supermarket is a small price to pay because we’re worth it.
Being the gullible fool that I am, I believed in the promises that these brands made to me; that I would be more attractive, more successful, more happy for buying their stuff. However, the highs of consumerism have been accompanied by a continual, dull ache, growing slowly as the years have gone by; a melancholy that until recently I could not understand.
I now realise that…
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