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That's my brand, Dude!!!

July 17, 2009


I recently read a very interesting article in one of the national dailies. Though, the article was primarily about urbanization and consumerism, a particular point made by the author about branded apparel and other accessories caught my attention. 

Being a devout follower of the latest Adidas and Nike shoes/sports apparel and dreaming of SOMEDAY owning at least one of the two super brands (wishful thinking!), the article gave a whole new dimension to my perception of brands.


The author threw light on an aspect of branded materials that I had never particularly thought about. His take was that, we as consumers actually end up paying the mother companies of various brands we wear for advertising and promoting their brands by wearing their logos instead of it being the other way round!! So basically, when I wear an Adidas jacket with its '3 blocks' on the left hand corner, I'm actually endorsing the brand without being paid for it, rather paying for it.

It's funny how even though we are all sub-consciously aware of this fact, most of us still crave for those 'branded utilities.' All I can say is that whoever started the trend definitely had more than just a few Grey cells! 

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20 Comments: to “ That's my brand, Dude!!!

  • Param!
    July 18, 2009 at 11:34 AM  

    Nice thought to share .. wld jus say i buy it jus for the quality sake and value for blings..
    BDW's hey der!! visited ur blog for the first tym ... lykd "My 15 books tag" and "I Protest Against Protest!!!" gud wrk der keep blogin wld keep visit..

  • Saad Shaikh
    July 18, 2009 at 12:04 PM  

    I would not buy your point completely..

    If you are driving a Ferrari, you're not endorsing/promoting Ferrari.. you are probably showing-off your status..

    Brands such as these don't need promotion.. they have enough mettle to survive.. and make a stunning impression of the person who wears/uses it..

    Like, I am wearing a Tag Heuer.. I am not promoting it.. infact that TAG symbol on your dial is something that 'alleviates' your status..

    What point you are making goes 100% perfect in one thing I have seen.. Years ago, with the Happy Meal at McD.. they used to give something similar to a time-stamp which had McDonalds written on it... and kids liked using that stamper and wherever they used it McD had made its mark.. that's a promotion.. :)

  • अनिल कान्त :
    July 18, 2009 at 12:04 PM  

    ha ha ha ha ...
    चित्र बड़ा मजेदार है ...पोस्ट भी

  • http://whysoserioustoday.blogspot.com
    July 18, 2009 at 12:33 PM  

    @ Anil : thanks:P... u can have tht pik for ur desktop i have mentioned the link :P

  • Ashish Sukhadeve
    July 18, 2009 at 12:33 PM  

    Absolutely true, by wearing these brands which holds their logo or brand name does a kind of marketing, lets call it Eye-to-Eye promotion (Outdates Word of Mouth Promotion)

  • http://whysoserioustoday.blogspot.com
    July 18, 2009 at 12:42 PM  

    @ Saad : now there you go ... wearing a Tag Heuer is a kind of promotion as ppl wont call it status untill n unless they c its frm tag heuer ... like watches .... if u will go n say hey dude i got a Tag Heuer watch ... so thts a promotion ... isn't it?
    like we promote our blog by spreading good words about it and putting url everywhere ... thts a promotion na ?
    and about status and attention ... haha .. if brands has the power to give you status and n attention ... then people are idiots working very hard for money .. development and every necessary thing ... status n attention requires much more thn a brand ... u kno it , rite ?

  • http://whysoserioustoday.blogspot.com
    July 18, 2009 at 12:46 PM  

    @ thanks Ashish :)

  • Srivatsan
    July 18, 2009 at 6:54 PM  

    good info!I didnt thought it in this way.

    btw,What I think of these brands,clothing stores,etc is that they create a mirage that 'if you wear so and so brands,you will be happy and get a girl-/boy-friend'.Which in other words mean that 'you're nothing without us'.Then how did people before 19th century got lover/girlfriend??lol!

    Does spending so much in dress,when dress of low cost does the purpose of covering one's body,a good thing?Im not forcing it here,rather think of this while paying cash,that there are kids without clothes,who can buy 1 rupee shirt(if it exists) with a big grin.

    You have a $50 shoe and $5 shoe.both are of same quality and both can last long.but $50 is so-called branded shoe,while $5 is made my local expert shoe-maker.WHich one will you buy?

    And what I think is companies make word of mouth ads that only branded stuffs are worthy and long lasting.In my small experience,i can say 'NO'. a roadside shirt lasts longer than a branded shirt !!

  • Srivatsan
    July 18, 2009 at 6:56 PM  

    btw,the pic is so funny..it makes me ROTFL!:))

  • Saad Shaikh
    July 18, 2009 at 9:41 PM  

    Hehee.. see.. firstly.. I won't show that its a Tag Heuer to anyone.. its very much prominent cuz of its design n stuff..

    Let me give you another example, if you are wearing a suit by Armani.. would you be promoting it? probably not.. when people see you in an Expensive Armani suit they say 'wow.. the guy seems rich'.. or something of that kind..
    if brands has the power to give you status and n attention ... then people are idiots working very hard for money .. development and every necessary thing

    if brands has the power to give you status and n attention ... then people are idiots working very hard for money .. development and every necessary thing
    -that's the catch.. you need to have enough money to sport brands like these When people start earning good, their inclination towards 'expensive/costlier' brands is seen..

    If I earn 7,500 per month, can I wear a Tag Heuer or a Rolex?? Can I sport that Armani Suit?? If I am not wrong, a moderate Tag Heuer is priced at Rs. 138000/-.. Now that is something you can't have without earning good, right? Tell me, what these rich people do with their money?? buy cars.. buy expensive clothes.. to show off..!!

    that's the way it is.. :)

  • http://whysoserioustoday.blogspot.com
    July 18, 2009 at 10:38 PM  

    @ SRI lols:P
    yeah the pik is funny!!!

    @ saad : dude there are many rich and famous ppl , who have got money n style and everythn ... bt live a simple life without brands n stuff...u dunt need aTAG Heuer to show u r rich n famous...Amitabh will remain Amitabh... with or withot brans...lols:P and Ambani will remain Ambani witoht brands brand doent make ppl ... ppl make brands...

  • Indian Pundit
    July 18, 2009 at 11:48 PM  

    Interesting and absolutely true.
    Its free marketing!

    You wrote:

    ""dreaming of SOMEDAY owning at least one of the two super brands (wishful thinking!)""

    Keep dreaming and u never know. Life is often more strange than we can imagine. u never know whats in store.

  • http://whysoserioustoday.blogspot.com
    July 18, 2009 at 11:57 PM  

    @ Indian haha ... Thanks hopeflly ... not sake of brand but to earn loads of money as ... its kinda fun to get publicity without evn paying rather actually getting paid for a brand haha lols:P

  • Saad Shaikh
    July 18, 2009 at 11:58 PM  

    @ Sugandha

    I agree.. That's the reason Amitabh owns a Bentley and Ambani owns a Boeing.. ;)

  • http://whysoserioustoday.blogspot.com
    July 19, 2009 at 12:00 AM  

    and ya they made it famous ... all publicity :P lols:P

  • Vipul Grover
    July 19, 2009 at 12:35 AM  

    Thts an intrsting take on brands.. its kinda true how v end up promoting d brands while actually wearing thm 2 show off. (How we love a large Puma or a large Nike tick mark on our T's, so larger it is, greater is d promotion)

  • http://whysoserioustoday.blogspot.com
    July 19, 2009 at 4:59 AM  

    @ Vipul : Thanks so much ... :)

  • Shankar
    July 19, 2009 at 9:46 AM  

    very interesting.... Thats why I never prefer branded ones and I go for only local fake ones... its cheap too....

  • Anjan
    July 19, 2009 at 11:41 PM  

    Uh!! now this is getting controversial!! I guess you can notice one thing... the Brand"ing" of logos (in terms of apparel and accessories) is prominent mostly in "Sports" brands!! jus like Nike, Adidas, YY-Yonex, Puma etc. whereas when you go down to fashion, casual wearing Like DKNY, FCUK, GAS, LEE etc. the brand"ings" are done pretty much on the inside of the garment (unless you pull down the collar everytime to show it off :P ), even if its carved somewhere outside its barely noticeable...coz they know that people having fashion sense wouldn't like the idea of flashing off a big brand logo *in fashion/casual garments* ... the idea of a sports brand logo being prominently placed came up with the concept of sponsoring famous players (any sport) round the globe, so when you sponsor someone famous.. u'd definitely want people to know about it! when these brands were commercialized, demands came in similar lines such as "I want the Nike T-Shirt that Federer Wore when he won the Finals" or "I want the sport shoes used by Dhoni and Bipasha for their workout"...there came the branding and yes intentionally or un-intentionally it became a facilitator of Visual Merchandising!... huge topic u know!! i can go on and on, on this.. burning my oils in Retail industry for the past 3 years!! sigh!! sigh!!

    Note: FCUK stands for French Connection U.K. :D

  • http://whysoserioustoday.blogspot.com
    July 20, 2009 at 12:22 AM  

    @ Anjan : ouch!!!
    hahaha
    :P
    and i kinda know wat FCUK means... m good n aware with fashion industry and brands :)
    thanks alot ...its kinda fun to get retail industry ppl views on this one :)
    happy blogging :)

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