Attachment to Brands

Another big victory for neoliberalism was to get people to develop emotional attachment to brands instead of people or places.

Brands are words. They are verbal constructs. We abandon our rootedness in material reality and get attached to verbal tricks that exist solely to get money from you.

I found out today about “Black Rifle Coffee,” a coffee brand that people bought not because they liked the product but because they thought the brand was somehow linked to conservative values. Then the founders of the company went on record to trash conservative customers and call them really bad names. The customers are now very sad.

I understand attachment to a product. There are products I love that serve my purposes well. But this is still about being grounded in material reality. People need to do stuff every day to ground themselves in material reality – including something so basic as walking barefoot outside.

The only words to get attached to should be inside works of art.

5 thoughts on “Attachment to Brands

    1. You could probably consider a flag or coat of arms as a form of branding which date back hundreds or even thousands of years.


Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

This site uses Akismet to reduce spam. Learn how your comment data is processed.