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There is an article at BBC News, Bonfire of the brands, on brands and us. At 31, after a full life as a brand slave, Neil Boorman has had enough and proposes to do something about it. Hope there is a follow up to this article.

It is curious how addicted we are to brands, and how sensitive we are to their message, even if we think we aren’t. I, that try to avoid brands like the plague and, for instance, would never buy anything because it is hip – can you spell iPod? – seem to fall for them unconsciously.

A quick walk around my house gave me a few examples of brand following that I could really live without. Okay, I want to believe that going for a branded shampoo is a warranty of a certain quality. A recognized brand has an image to protect and will be hard pressed to skimp on quality control. And a shampoo goes daily into my body, so it is something to care about. But why oh why did I have to get a new TV the same brand as my DVD player, itself a known brand? I am aware that inside they are probably made on the same Taiwanese or Chinese factory by the same hands as a lesser known brand. And my eau de toilet, why do I chose that particular one? Great scents are not the monopoly of the Hugo Boss or Calvin Klein of the world, are they?

This is really food for thought.