Taio Cruz, in his 2010 song Dynamite, sings,
“I came to dance, dance, dance, dance
I hit the floor ’cause that’s my plans, plans, plans, plans
I’m wearin’ all my favorite brands, brands, brands, brands
Give me some space for both my hands, hands, hands, hands.”
For Taio (and his fellow songwriters on that particular number), the clothing he wears makes a difference in the quality of his experience. But it’s not the cut, color, or look of the clothing, it’s the brand that matters. It’s the same reason Taio rolls up on a sick BMW motorcycle in the music video for this song. We define ourselves by the brands we choose.
In the (now-classic) Christmas movie A Christmas Story, the narrator (Ralphie) explains his father by saying, “Some men are Baptists, others Catholics. My father was an Oldsmobile man.”
As customers, we define ourselves by the brands we consume. Many people think of themselves as Marlboro Men or Lululemon girls. We create self-conceptions based on our status as Wal-mart shoppers or Whole Foods people.
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