The modern day philosophers

The human race has always had teachers to fall back on when questions about life, the universe and individual purpose beckoned.

From the big three in Greek philosophy Socrates, Plato and Aristotle , the wisdom of the eastern masters, enlightening us about the 'The Tao of Living', to the promised paths elucidated in the great books, perhaps encumbered with the prefix 'religious'. Man has always sought answers.

And then media boomed!

For later generations, many began seeking answers from popular references - paperbacks, movies and songs.

As the sands of time shifted to the present day, the question persists. Who are the new custodians of philosophical thought?

Something that happened in 1984 might provide answers.

Apple, in that year, aired the 'George Orwellian inspired' landmark commercial, which probably charted a new direction for all subsequent brand-thinking. It redefined the role of brands from entities, logically restricted to influencing thoughts and actions within their immediate purview to icons that celebrate a certain philosophy at work, much beyond the confines of category influence.

'Think Different', was Apple's tagline, and that was certainly what brands chose to do hence.

Today this trend seems rampant. From self-respecting aerated beverages that either propagates 'overcoming fear' to others that espouse 'the straight truth', the marketplace is littered with examples across categories that provoke us to reexamine the way we look at situations. Some urge us to 'express ourselves', others exhort individuals to 'stop being invisible', trusted timekeepers are now urging us to 'do more' and newspapers inspire us to be 'more stubborn', the list is endless.... Virtually, everyone has a point of view of how the hapless consumer should conduct himself in the world.

The journey has been, from then, a situation where in the troubled sought enlightenment at great effort, to now having myriad philosophies being swamped into our consciousness at the click of a button. It is amusing to note that while some sages or gurus have made the transition from spiritual to commercial transaction, brands are ideally aiming to go in the reverse direction.

Of course, profit-making has always been central to the brand theme and this line of thinking was really born to create loyal cults that ensured repeat purchases, almost like an afterthought. When this well and truly happens, brands will start on a new frightening course of spiritual capitalism.

The retail outlet just might become the brand temple and repeat purchase visits might be like pilgrimages undertaken to renew the faith. To be fair, some brands across the world are just about reaching there already.

The mind wanders to an exchange of dialogue in Sex and the City, a movie whose storyline seems impossible to progress without any brand intrusions:

"You brought me back to life"

"You gave me a Louis Vuitton!"

Scary or exciting as it might sound, it could just go that way. The future always has the capability of throwing unpleasant surprises just to keep things interesting....