[Diggers350] 'Secrets of the Superbrands', 9pm, BBC3, Tuesday 17th

Paul Mobbs mobbsey at gn.apc.org
Wed May 18 14:36:54 BST 2011

On Tuesday, May 17, 2011 06:17:34 pm Alison wrote:
> cheers, I'll watch that. Glad this was posted - i'll remember this next
> time I'm told my post isnt allowed because it's 'not strictly about
> farming'

If people are not happy with what I post, please tell me for future reference.

Branding is the invisible tie that binds people psychologically to the systems 
of modern consumerism. It consist of nothing but a stupid logo, but within 
them are bound the aspirational values that embody neoliberalism and the whole 
suicide cult of incessant growth within the Earth's finite environment. They 
are the key to how the modern world enslaves people to a conceptual "reality" 
that's not only destroying the planet, but also the quality of life of those 
led, unconsciously, down this absurd pathway.

Like it or not, if we want to change people then we have to understand "them" 
-- both the brand concept and the people who "believe" in what they offer -- in 
order to explain our 'alternatives' in a way they can relate to. That means 
picking apart the whole mind-warping concept of brands, brand loyalty and the 
value system that goes with it. Doesn't matter if you're promoting veg-box 
schemes, anarchic squats or collective enterprises, if you want to reach the 
mass of the public then you have to engage with what make the whole brand 
machine tick in order to pull it apart, from the inside out, to make the anti-
consumption/low impact option a true and viable alternative to the present 
economic "consensus".

The more I move down the 'low impact'/'living lightly' route the harder I find 
it to relate to the whole consumption mind-set -- and I know others who have 
similar problems the more they disengage with the "mainstream" of the economic 
system. Having read around what the programme sought to cover, I thought that 
people on the Diggers list would find the programme a useful insight -- both 
into what makes our outlook different, but also as a means of understanding and 
reaching out to the poor people locked into this mundane system.

If you want to bring down the system, it helps if you understand its weak 
points first!




"We are not for names, nor men, nor titles of Government,
nor are we for this party nor against the other but we are
for justice and mercy and truth and peace and true freedom,
that these may be exalted in our nation, and that goodness,
righteousness, meekness, temperance, peace and unity with
God, and with one another, that these things may abound."
(Edward Burrough, 1659 - from 'Quaker Faith and Practice')

Paul's book, "Energy Beyond Oil", is out now!
For details see http://www.fraw.org.uk/mei/ebo/

Read my 'essay' weblog, "Ecolonomics", at:

Paul Mobbs, Mobbs' Environmental Investigations
3 Grosvenor Road, Banbury OX16 5HN, England
tel./fax (+44/0)1295 261864
email - mobbsey at gn.apc.org
website - http://www.fraw.org.uk/mei/index.shtml
public key - http://www.fraw.org.uk/mei/mobbsey-2011.asc

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