branding is the culture of the future. Brands that connect on a deeper level tend to do so as a result of the product being marketed. Less as the result of a marketing guru. although + marketing guru will = distinction from the competition. Looking ahead, it is possible to envision societal distinctions based largely on lifestyles as globalization becomes viewed more as an inevitability. Those who cling to the existing dogma of geocultural self identification will be seen as backward. A view precipitated with the rise in levels of education, enlightenment and engagement. Culture is dead, long live culture. The conflicts present in the world today are largely due to the differences in educational background. If anywhere in the world are two enlightened souls from opposite sides of the coin there you will find a richness of understanding, discourse, mutual competition, compassion and progress. You would of course have to be a complete romantic to agree fully with such a situation but there is a lot of smoke there coming from a very real fire. None of this will seem remotely possible if it is not understood that culture is a brand of lifestyle. That every single geocultural characteristic can be traced back to a first single act necessitated by the conditions which a people found themselves in. And although those conditions that propelled an act no longer exist a people still cling to thier traditions as a way of identifying themselves, a way of selling their brand. The mistake here is that we expect the seemingly undeterrable wheel of change to grind to a halt on our behalf, to satisfy purely selfish needs.

Although the market is flooded with manufactured culture, there are brands that have garnered enviable success through tapping into lifestyles and associating products with a way of life. In other words the more in tune with subconscious needs a lifestyle purveyor is, the greater their chance of success. The more things change the more they stay the same. The scourge of the 22nd century is ignorance and the foolish are ignored, ostracized or converted. Brands become the new government regulating legislature and policies from a position of influence through association and everyone has the potential to rise to such heights with ‘change’ to ensure progress and a limited time at the top.

The upcoming generations will be playing by entire different rules that will make our generation seem like barbarians. I wonder what sort of brand we are manifesting for future societies and what role it will have.

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