The vast majority of products that are sold are treated as generic by just about everyone except the naive producer, who believes he has a brand of value.
A branded object or service has two components, one required, one desired:
1. Someone who isn't even using it can tell, from a distance, who made it. It appears that it could only be made by that producer (or it's an illegal knock off).
Ralph Lauren certainly got our attention when he started making his logo bigger and bigger, but we also see this in the shape of a Paloma Picasso pin, or the label on a pair of Tom's shoes, or the red soles of Louboutin or the sound of a Harley or the cadence of Sarah Kay or ...
If we (the user or the observer) can't tell who made it, then there's no brand. That's the distinction between generic and specific...
2. In the long haul, successfully branded items succeed because the user likes that the brand is noticed in daily use, either by others or even by themselves.
That's subtle but crucial. Does the very existence of the logo or the identifier or the distinction make the user happier?
Can you imagine how crestfallen the debutante would be if her date didn't even know what a Birkin bag was?
The only way to become the writer who has written a book is to write one.
The only way to become the runner who has just finished a run is to go running.
You might dread the writing or the running or the leading, but it's the key step on the road to becoming.
If it's easier, remind yourself what you're about to be.
This is clearly and demonstrably true of mutual funds. It's easy to confirm.
We are very uncomfortable with randomness. So the newspaper does a 12 page section of mutual funds, filled with articles and ads and charts, all touting past performance.
Superstition is what we call the belief in causation due to a mistaken correlation of unrelated data. A broken mirror doesn't actually cause seven years of bad luck, and cheering in a certain way isn't going to help the Yankees, sorry.
Of course, we don't live in a completely random world. The scientific method and statistics make it more likely than ever that you can find trends that actually matter.
The hard part is accepting that the random things actually are unpredictable, and refusing to spend time or money guessing on what can't be reliably guessed. It frees up a lot of time and resources to focus on the things that are actually worth measuring.
Black Friday, of course, is a con.
But it's also a symptom of a terrible trap we've set for ourselves.
Consider the joy a little kid has the first time he spends his own money to buy an ice cream cone. This isn't something he does every day, it's not something he has to do, it's not something he's trying to get over with. Instead, the entire process unrolls in slow motion. It's consumption, no doubt about it, the last step in a long industrial/agricultural/marketing system. But at least this last step is special beyond words.
Now, consider the mall. The mall, today.
For the three billion people on Earth who have never experienced air conditioning, window displays and the extraordinary safety and wealth that the mall represents, a trip to the mall is mindblowing. For the typical consumer, egged on by a media frenzy and harried by a completely invented agenda, today is nothing but a hassle.
All that time, all that money, all those emotions spent for not one good reason.
It's more about what you didn't get on sale, or how many more people you need to "cross off" or just how much shiny but useless stuff you can grab faster than the next person. A reversal of 100,000 years of not enough to a brief few decades of more, more, more.
Every person reading this today has access to more wealth than the last King of France did. An astounding array of choices, a bounty of available connections and emotions.
Don't let someone else scam you into being unhappy.
Thank you as in: I couldn't do it without you. As in: I don't want to do this alone. As in: I was afraid. And mostly: I would miss you if you were gone.
Thank you brings us closer together.
Thank you is a limb worth going out on.
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