BRAND. Logo. Universal process…. tick, tock, tick, tock …
It is strange this culture of the BRAND. It is a fight for individuality. A struggle to be identified for its difference. A cry against the cloning culture of society … ! At the same time, it perpetuates the principles of the cloning society … the Brand is the same wherever you go, whichever part of the world. Its odd, this. A struggle for individuality and attention subscribing to the principles of universality and standardization culture.
McDonald is a good example. Wherever you go in the world, the Mac is the same – the same look, the same toys, the same look-alike people. Yet, the Brand is distinctive because it has perpetuated a sameness everywhere.
I sometimes wonder why products, their feel and look cannot be subsumed within a cultural context. Can the Mac look and feel Arab-like in arabian countries? Or chinese in china? Or Indian in India? Instead of looking American wherever it is? Will it destroy its self-respect? Will it take away from its sense of identity?
Its not only McDonald. Its everywhere. Clothes, food, magazines, cars, water-bottles (!) …. A struggle for identity perpetuating a sameness.