Artur Zaguła

The whole world is talking about brand nowadays. Everyone wears branded clothing, rides branded cars, uses branded phones and computers, even cities, regions or countries should own a brand. In case of its absence it should be created even by force sometimes. Such a phenomenon occurs because each of us wants to be convinced they lead a high standard of living that can be provided by branded products only.  As far as the brand used to be inextricably associated with the product quality, such a belief may be recognized at least doubtful nowadays. However, there is something that makes people - young ones especially – believe in the miraculous power of the brand.

Seems like it results from simulation character of our reality where the truth is replaced with its “reflection” that becomes more important. In contemporary world a good product, idea or personality are not required to defend themselves – it is the job of image now. It is happening in every field of human activities. Good impression, image creation, replacing values with just talking about them is now on a daily basis. Leading a life of virtue became much more difficult so talking about it is all that left. This is the world where fiction took the place of reality only to make us feel better. Although the quality of our life suffers from it, mental state and the faith in illusion that we create is most important for us.

It is time to get ourselves out of the vicious circle of “the brand”. So-called branded products hardly exist nowadays. They have been replaced with the companies’ profits. Enterprises that used to build the image thanks to its good products quality, nowadays only want to make a pile of it. They are only interested in sale proceeds, not in the product quality anymore. This is the reason why well-known clothing companies buy cheap products from China in order to sew its labels in the target country and then sell the product profitably.

The ethos of a good manufacturer has disappeared replaced by cheap labour and the possibility of earning a large sum of money in a very short time. The economic crisis, of which effects we feel, has been caused by such approach. Heedless of the real market, banks took up the virtual one created by themselves. Real gold that used to be the equivalent of money in the banking market has been replaced with virtual zeroes on an account. Creative, simulated accounting took the place of  the real condition of bank finances or even countries like, i.e. Greece.

The problem, that may be called simulation, is related to the current phase of the development of capitalism. It is not the 19th or 20th century capitalism based on Christian values but its simulation devoid of what was most important and gave the possibility of a great civilization jump. Rafał Ziemkiewicz wrote recently: “Capitalism is a system where rules guarantee a chance for everyone. It allows you to accomplish talents and aspirations to a maximum extent regardless of birth, origin, connections.  The essence of capitalism is the equality of opportunities and obeying same rules by everyone… Capitalism is an artificial system produced on the assumptions of Christian ethics. Feudalism is a natural system – based on gathering to oneself, guiding by the good of the clique, not of the abstract totality”.

The world of brand is the world of feudalism where we presuppose that branded product is better than non-branded, regardless of its quality. The open market of the products based on competition seems to disappear. Same as in feudalism, we assume that some people are better than others not because they are wiser but they come from proper families.

Text: Artur Zaguła