26 Ramadan 2012: Times of the Brand

To speak truly, few adult persons can see nature. Most persons do not see the sun. At least they have a very superficial seeing. The sun illuminates only the eye of the man, but shines into the eye and heart of the child. – Ralph Waldo Emerson

Have you noticed the vast number of advertising or company slogans, accomplishments and press releases, new products, companies, highly popular people who are popping up everywhere? We try to give all the benefit of doubt focusing on the positives or at least, being neutral. Over time however, we found that this is worth a thought and we like to refer to it as the times of the brand.

Brands, be it symbols, slogans or persons, obviously bring across the right feelings, reactions and become representative of the concepts at hand signifying the beneficiaries themselves, i.e. the concept that a brand embodies the person. People recognise and affiliate with them. However, they also hold a high responsibility towards people who hold them in high regard including and not limited to companies, products, authorities, bodies, institutions, or persons. The issue is that as brands take a higher precedence, quality has taken an opposite turn, and instead of focusing on beneficiaries, the focus is on profit and loss, popularity, perception and competition.

Our fear is that unless one really sees, one will be dragged into the chaos and superficiality of it all when completing a service, buying a product, setting up a business, meeting people, etc… which not only misleads one in terms of worth and value, but also may bring along unfairness and a perception of ease or difficulty to people with dreams and goals leading to either unnecessary losses or hesitation to do something good.

May god give us the ability to see beyond brands and use whatever talents and capabilities we have to build and innovate businesses, products and processes … with a focus on people … for the benefit of people … by the best yet most humble people.

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