Brands: A Lesson in Western Religion

As I contemplate my next move in the advertising world, I’ve started to delve into the science and philosophies behind positioning a brand. With each client I've worked for, I've wondered, will these ads even matter if at its core, the company does not share these beliefs? A few months ago, I attended PSFK’s conference in NYC and was inspired by their collection of speakers ranging from those passing on philosophical insights to practical advice. Vikram Gandhi’s talk on “Directing “Kumaré From Illusion Comes Truth,” stood out as an eye opening look into why brands have become such an important part of our lives. And well known for being an expert on branding, Debbie Millman’s book Brand Thinking and Other Noble Pursuits compares brands to religions in the first few pages.As an art history minor who spent a semester in Florence, I realize how the history of advertising can neatly be aligned with the history of Christianity. I focus on Christianity only because I am more familiar with its history and symbolism thanks to my art history classes while abroad.

In the beginning of Christianity, Jesus and his story were depicted through symbols. A circle, or halo was used to indicate Jesus along with other elements to indicate important people in his story. Mosaics in North Eastern Italy (Ravenna, Rimini), were featured in churches where people gathered to gain wisdom, a sense of community and direction from these images, each other and spiritual leaders. Compare this to the experience of regularly buying from a store in the 1800s. Would buying from one particular dressmaker or tailor make you seem more educated or put you in the upper class? While you felt that wearing their clothing gave you a particular sense of confidence, the key contact with the "brand" was limited to the physical location it was sold in just as the main connection with Jesus was made in a church.

Eventually, as Christianity grew in Italy, so did the experience of worshipping Jesus. Catholic Churches became more gilded, and church-goers were surrounded by painted imagery that told the story of Jesus. Through rituals and community, Christians were reassured that they were a part of something special and somehow connected to something bigger than themselves. The spread of the word of God inspired countless artwork around its stories but the ownership of the "brand of Christianity" was strictly controlled by the Catholic church.

In parallel, as brands developed in the late 1800s, so did the experiences around them. Their story was told through the in store experience and through newspaper ads. Brands helped people identify who they were and gave them a sense of belonging. Do you drive a Ford or a Mercedes? Do you smoke Camels or Marlboros? The brand images were tightly controlled by the companies that ran them. Brands developed manifestos and content; Soap Operas, The Michelin Guide, etc. but it was not a two way conversation between the brand and the consumer.

Eventually, the Catholic church became the most powerful force in Europe and started abusing its power by charging believers to have their sins forgiven. Like a company that lies to their customers because they know they can get away with it, their brand image eventually suffered. The intersection of Martin Luther's theses' against the Catholic church and invention of the printing press created a huge shift in people's relationships with Christianity. The new group of Protestants were taught that they had a direct relationship with Jesus and could read the Bible for guidance.

Fast forward to the onset of social media in our current century. Like the invention of the printing press in the early 15th Century, social media has enabled an even faster spread of information. Companies who have chosen to take advantage of customers have been exposed and no longer exist. Like Protestants, I can have a direct relationship with the brands I admire through social media. I have a shared set of beliefs with other users of my brands and the brand acts as a virtual church or community where I can connect with people who share my interests. I can go into a Nike store and put on a pair of shoes that I think will make me run faster. Or I can go for a run, motivated by Nike+ in the hopes that I'll run faster and further. Just as I can go to church and take communion or choose to cultivate my own relationship with God at home worshiping various icons and performing certain rituals.

During Easter Services this year, my Pastor, Pastor Derr, known in the religious community for promoting the universality of all religions, said that religions are connected by a universal, human truth. He cautioned against religions that discriminate or against those who skew parts of the Bible for their own personal agenda. He reminded us that we all have the power to learn from our religious leader's teachings and find support through our faith. Clearly this thinking doesn't have to apply to Jesus but rather, to any religion.

So where does this leave brands? Consumers are increasingly expecting the brands they buy to entertain and more importantly, inspire them. I want to know that a brand isn't just out there just to get my money, but exists to make a positive contribution to society, just like I know that my offering to the church will go towards helping the needy. Only then when a brand has entertained or inspired me and given back to society, will I purchase their products in the hopes that the brand will live on to "do good."

I gave money to my church at the service not because I had to, but because I wanted to support the institution and people who had inspired me, who had connected me to others, and who I know will continue to give me spiritual guidance and fulfilling experiences. Because as strong and as resilient as I am, I still need a supportive community and the occasional inspirational push. I don't know if that moment of support will come from a brand or a religious institution but I do know that the person giving it to me will receive my loyalty as a customer.