In today’s hyper-consumerist world, brands have evolved from simple labels into seductive illusions. Behind every gleaming logo lies a psychological operation, engineered not just to sell, but to trap. From Paris fashion ramps to Times Square billboards, from digital hoardings on Marine Drive to big banners at cricket stadiums, corporations deploy celebrity endorsements, influencer propaganda, and social engineering to convince us that their products will elevate our status, identity, and happiness.
Like millions of others, I once believed that Apple made the best smartphones, Sony the finest cameras, and that Macbook Air was the only laptop worthy of having. Brand loyalty wasn’t a conscious choice, it was instinctive, even emotional.
Then I experimented. I switched from Mac to the Snapdragon X Elite powered Microsoft Surface laptop and was stunned by the performance. My OnePlus phone offered a smoother, more user-friendly experience than my old iPhone. The change came without the hefty price tag.
That’s when it hit me, I wasn’t choosing better products, I was choosing better marketing.
Brands don’t merely sell products, they sell aspirations. Luxury fashion houses such as Gucci, Louis Vuitton, and Dior craft more than clothes; they engineer exclusivity. Through extravagant runway shows, celebrity presence, and curated social media deluge, they create a world that whispers, “This is what success looks like.”
An advertisement for Chanel No. 5 doesn’t talk about the perfume directly; instead, it showcases an elegant lifestyle filled with romance, surfing, fashion, and passion. In a Patek Philippe promotion, the models simply wear the watch; the focus is on heritage, not the timepiece. The marketing for Gucci shows elegance and high fashion aesthetics, nothing is overtly pointed out.
One more weapon in the advertisement armoury is the tag line, the catchy phrases that do their part in capturing their audience: Nike – Just Do it; Apple – Think Different; L’Oréal – Because You’re Worth It; Adidas – Impossible is Nothing; Rolex A Crown for Every Achievement.
On social media and television, the rich and famous flaunt expensive watches, cruise around in Lamborghinis, and carry Hermès Birkin bags. Personal stylists ensure iconic personalities remain “branded”. The illusion trickles down, infecting the middle class, who chase the same fantasy, often at the cost of financial strain.
College campuses and high-society gatherings are breeding grounds for brand promotion. One student’s Prada top or another’s Chanel clutch becomes someone’s life goal. The unspoken competition for social validation easily evolves.
Instagram reels, TikTok trends, and YouTube vlogs bombard us with HD fantasies, private jets, designer bags, Monaco nightlife, luxury resorts and cruise parties. Influencers subtly plant the belief that joy is just one purchase away.
Many don’t buy luxury goods for personal use, they buy them to be seen. But the hard truth is that no one really cares. A stranger might glance at your Lamborghini, Rolex, or Balenciaga, but they’ll forget them the next moment. The validation stands for an iota of time, but the financial burden created for purchasing that item remains for a long time.
Escape the trap. Prioritise utility over hype. Ask yourself, “Do I need this, or am I chasing a brand?”
Research quality, not labels. Be aware of the manipulation. Every ad, influencer post, and red-carpet appearance is a pitch.
Define your own style. It’s a confidence booster. Embrace minimalism. Some of the world’s wealthiest people, like Warren Buffett and Mark Zuckerberg, dress simply because they don’t need brands to validate them.
So the next time you’re tempted by that shiny logo, ask yourself, “Am I buying a product, or buying into a fantasy?”
Published – July 20, 2025 03:19 am IST