It’s A New Brand World

April 20, 2011

Branding is eating our culture. Sometimes it makes me vomit.

I am in a skating rink, my church of grace, strain and sanity. Once in a while, I go from big bottom gal trying to bust a move to Buddha on blades. The physical becomes prayerful. Not today, I’ve got brand ADD. It starts with a rink named after an insurance company. Sure, it’s a good move. It is the world of wipe outs after all but does the name need to be everywhere?

Next, it’s Easter so Cadbury is here with a display, a big bunny mascot and a lovely Disney-esque young lady giving out chocolate eggs from a big basket. It’s Little Red Ridinghood meets Snow White in a short purple and white dress with long blonde hair (I’m assuming fake) who is quite buxom (I’m assuming real).

Finally, Bart and Homer Simpson appear on skates.  D’Oh! Aren’t ‘The Easter Bunny’, chocolate and boobs enough? Nope. The Simpsons have their own experience engagement area complete with BIG SIGNS! and family activities. Throw in disco balls, a DJ, on ice dance contests and a huge videotron for music videos and it becomes like ecstasy. Pleasure that pains: its dissociation from over stimulation. (Don’t worry mom, I only looked up ecstasy on wikipedia).

When brands act without purpose and fill you up using every touch point, wall space and head space available you end up feeling oddly empty.  It should be fun, and in moments it is but it’s a brand binge.

I called it first. We have a new dis-ease in our new brand world: brand bulimia.


Yep, my foot, different rink (Bryant Park, Manhattan) branded by citibank.



One Response to “It’s A New Brand World”

  1. cathy Mclean on April 21st, 2011 12:09 pm

    Yes, I too am exhausted “buy” the constant pummeling at whats left of my sanity…oh to go to a peaceful place where there are no screaming ads, obnoxious billboards, and in your face “stuff” I don’t want or need.
    How soon before the Psychology text book has a bottle of coke on the cover stating…!/2 full or 1/2 empty Psych 101….

Good is no longer good enough. The goal is perfection and the path that takes us there leads to excellence.
Louise B. Karch