Brands are addictive even though millions of consumers might reject the idea of brands being addictive. The automatic connection between us and these brands are inseparable as we see these brands as our friends and in some cases, part of our family circles. The relationship is deeper and let’s not forget these relationships are different from the relationships that we form in our lives. Some may argue that this is false because we form relationships with brands when we are young. The use of primary colours are the focus of the youth cognitive system which means that the influence of these colours change the minds of the cognitive system. The influence is pure and deep, and there are examples that distinguish the fact from the truth and this is why the societal brands have captured our imaginations to reinforce the relationship. 

The influences circle around the same ideas because the feelings are not different as the general consensus seems to be based on the psychological aspects of the human neurological system. The subject of science is essential to understand brands and its entirety because the human brains can all work the same if the visual and audio concepts are believable. The understanding of brands always starts when we are young when we see the burgers on the television and we associate burgers with McDonald’s. This is our brains trying to tell us that the only place we can have burgers that can satisfy our needs are from McDonald’s. This stimulates the cognitive system which allows us to think about the colours and logo of McDonald’s and this allows us as consumers to build a relationship with them whereby we become protective over the brand, for example if a friend says where can you get the best burger from? The default answer will be McDonald’s and which means that all the burgers are on the menu because of your strong association with the brand. 

It gets deeper because brands can be put before family members and sometimes, it can make us become strangers to people in our friendship groups because not wearing a brand or not being branded can make an individual become estranged where people do not want to know them anymore. A dive into a cultural spiritualisation would reveal different values that can restrict an indication of being a believer and although this may seem very vague to the few with this statement; there is a certain interest that allows corporations to apply brand personality to make us catch feelings or even fall in love with brands. 

The cultural spiritualisation is a strong concept because the brands have been labelled to us being part of the global culture that is present to care about what happens to us and be with us no matter how difficult times can be. The example of Ben and Jerry’s and Black Lives Matter movement where the company made it seems that they care about the black community and made black people believe that they were there with them and they would help them eradicate the racial abuse predominantly in America. The spiritualisation is a hidden gem because the integration doesn’t matter and it is all about selling products in the wider markets. Ben and Jerry’s has made millions from the BLM movement because they see that as a business opportunity that would get black affluent people promote the brands and make associated products that would creatively enhance its product catalogue. The example of Ben and Jerry’s is one of the many that show how brands are becoming our global peers and we have accepted them on a wider scale. 

The narrative of brands is always positive regardless of how the outcomes might be perceived; brands have changed the walks of lives and brands have instilled this contemporary understanding that brands are always here to represent us and also becoming better than those who don’t wear brands. It is a really simple way to idolise brands and not even know about it and this is a simple way to make brands dominate our livelihoods. This is not to make you hate brands or make you see brands as a different commodity but this is to open your eyes to see that brands are present to enhance our lives and at the same time, brands are there to brainwash us to think that we cannot live without them. In a nutshell, brands are our peers and undoubtedly, brands will continue to influence us and make us put them before our friends and even our families.