It may sound like a strange question but a movie/documentary made me think a little more deeply about this. You see, ‘The Greatest Movie Ever Sold’ by Morgan Spurlock was
on television recently. In this latest instalment, he is trying to gain sponsors for a movie about trying to gain corporate sponsorship while discussing the issues of marketing, advertising, corporatisation and branding. It was a not a quick-paced
action movie with all the escape from reality devices but a thought provoking documentary/mockumentary about a growing industry with growing resources.
You know him, the man that did that crazy challenge in ‘Supersize Me’.
In ‘Supersize Me’ he set himself the task of eating 3 meals a day at McDonalds franchises and if they asked whether he wanted to SuperSize he would have to say yes. He did this for less than a month, from memory and ended up with health issues.
It was his way of proving a point and making people think about processed food and obesity. To me he’s a sort of Michael Moore character trying to
shine a light on subjects that the corporations would rather you not think about too much.
I have always thought of myself as not particularly brand-conscious or brand-loyal, but is that really so? Certainly not the case with cars,
electrical goods or even clothes. First of all, I generally hate shopping however when I do need to I will generally choose a product based on price, availability, convenience and whether I liked it previously not what brand it is and whether that is
Most of my clothes are not big brands and I tend to wear the hell out of my favourite clothes. For me, it’s a case of ‘Keep It Simple, Silly!’ I have had several cars in my time so far and
not the same brand twice. I know people who say they are a ‘Ford man’ or ‘Holden man’ but for me a car is a car and as long as it runs well, is reasonably priced and looks okay then I am happy as it is a tool to get me from A
to B. How else would you explain having had a Mitsubishi Sigma, a Hyundai Excel, a Toyota Echo and then a Ford Escape? Nope, no brand loyalty there!
I used to like to drink Guinness when I was at a pub and it became associated with me to the point that friends got me a t-shirt and a hoodie with the Guinness logo on it. They are among my favourite clothing items and that was ages ago. So, is this
‘branding’? Well….. Yes, in a way. However it does not mean that I ignore other products on the market in favour of Guinness. During the same period I use to drink Kilkenny and I have tried a large range of other beers,
wines and spirits.
Being a Queenslander at heart, I am partial to XXXX Gold as a beer, I used to have the t-shirt too but that has long since gone. Another
t-shirt does have XXXX on it but it is a Queensland State Of Origin t-shirt in the preferred maroon colour, so that doesn’t count does it? XXXX Gold
as a beer is not too heavy not too light and I certainly have drunk a range of other mid-strength and full-strength beers.
As an Aussie, I was raised on brands like Vegemite
and unlike the rest of the world we can eat it on toast, bread and even some biscuits such as SAO and others. I do like Nutella, Peanut Butter and have tried Marmite and Promite though not so fussed. I prefer Coke to Pepsi but only just and though
I’ve tried Dr Pepper, I ain’t too keen. I prefer Hungry Jacks/Burger King to McDonalds but have spent enough time in both so it is by the smallest of margins.
I have a friend who would not drink any other iced coffee
but Ice Break brand. He said he had tried the others but they were never the same as Ice Break. He would complain when
a shop didn’t have Ice Break. Even telling me when he got back from overseas that they didn’t have flavoured milk and certainly not Ice Break.
I also have friends who try to convince me to buy into the whole Apple
thing, you know get an IPhone or an IPad. Well, to those I say I am quite happy with what I have and I don’t need those overblown products in my life. There are many more important things for me to think about than the latest model upgrade.
The truth is, I had an IPod some time ago for my personal music collection but I didn’t like the associated products/programs such as ITunes etcetera so the little IPod has languished ever since in a box somewhere.
is: Is identifying myself as an ‘Aussie’ or a ‘Queenslander’ branding?? Probably, but does that mean a marketable product or rather a cultural identity??
I certainly have labels just not so much from big corporations. I’ve talked about these labels in previous posts but in short labels like Aussie, Queenslander and Atheist, Republican, more Labor than Liberal. These are names that I can call
myself and be generally proud of but they are not sold to me by marketing types just descriptions of my own perceptions.