Brands have overcome society. They are everywhere and there is no stopping them. Brands do not only symbolize the product but also represent an idea that connects with the consumer. Brands have become the cultural infrastructure and the consumers are the content. This means that brands are society and consumers are just part of the brands. Because brands have become so prevalent in society, many have begun to question, “Does thinking still stand a chance against the message of brands?” With brands representing the newest social classes and points of reference, it is hard for a person to think for himself. Brands are a way to define oneself so many people look to brands in order to find ideas. Also, people are constantly bombarded with different messages of different brands. These different messages block out the ideas of philosophers and thinkers. To me, this isn’t good because not all brands have good messages. For example, Nike has the message of “Victory at all costs.” I feel that a person can interpret this message negatively; he can think that cheating and other bad things are ok to do as long as he wins in the end. Not only that, but, people need to be able to think from themselves and make their own decisions. Consumers have the right to choose what they want not buy. I feel that brands and companies need to take a step back and stop marketing ideas. They need to market their products, allowing consumers to decide which products they want to buy based off of the differential advantages of the product. Consumers would stop buying products from companies based on the message that the company delivers in its advertisements. Brands also overpower thinking when it comes to younger generations. Younger people are going through a phase where they are finally able to make their own decisions and are experimenting with different products and brands. However, they are more vulnerable to brands because they are trying to make an identity for themselves and are concerned with status, over the quality of the product. By being vulnerable, their decisions are going to be influenced by the brands and the consumers will not be making their own decisions. I feel that younger people need to stop focusing on their status or social class when purchasing items. Just because a product appeals to a higher social class doesn’t mean it is a better quality product. Also, I believe that brands shouldn’t focus on attracting younger consumers who are going through a very personal time of developing themselves as individuals. It is my belief that younger consumers are very vulnerable in this phase, can be manipulated based on the message of the brand and can’t think for themselves. Brands not only determine how people think but also determine the individuality of the consumer. “Everyone wants to be different than everyone else and looks for ways to stand out. Brands are a fast and highly symbolic way of doing just that.” The problem I have with this is that when everyone is buying the same brand name products, then people are wearing the same clothes and using the same products. To me, buying brand name items is being conformist with society; in order for people to be different, they must be un-conformists and must buy things from unknown companies. While I may do it, I also try to buy products and clothing from not-brand name companies in order to be an individual. Brands mirror human needs and desires to influence us. People are attracted to brands that they know will make them look better and give them a higher social status. With more and more people doing this, then people are just being corrupted by their need to be on top of the social pyramid. I believe that with everyone reaching for the top of the pyramid then people are just conforming to society instead of being individuals. Brands all fill the void of being part of something bigger. People want meaning, belonging and to be part of a group. Brands fulfill those wants. While yes it is important to belong to something that is greater than one, I don’t believe that it should be to belong to a brand. To me, it would be better to belong to a group or organization that can make a difference in a world. But instead, people feel that by buying a certain brand’s products then they are apart of that brand and belong to it. I feel the opposite though. Consumers are to brands as parasites are to hosts. Brands feed off of society; they used to only provide goods, but now they are trying to sell messages and ideas along with the products. The brands are preying on the naivety of consumers. Consumers don’t even realize how materialistic society is because they are blinded by brands and the bran messages. In all, brands need to step down from selling messages and refocus themselves. They need to go back to the basics and only sell their products. Our society and our economy need brands to change; otherwise, our economy will spiral downward with consumers buying expensive brand name goods when they don’t have the money to afford the goods.