thilly thenny

Three thoughts:

“San Francisco is godless.”

I paraphrase but that’s what my friend told me over dinner last night.  Why?  SF is hugely liberal, progressive and largely accepting and non-religious.

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“Apple evokes a similar response to a religious experience.”

Again, I paraphrase.  It’s from the book Buyology, about marketing, marketing research and buying habits by Martin Lindstrom.

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“As people evolve, the characteristics of ‘God’ change with them.”

You know what I’m about to say.  This is one point from History of God, an exploration of the three major religions- Judaism, Christianity and Islam.

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So does this mean consumerism is the new God?

Okay, okay.  We’re in a recession.  Stores are closing its doors left and right, and brands are scrambling to mark prices down since before Thanksgiving in an effort to sell sell sell during the Holiday Season.

Well, first of all, we’re talking about strong brands, brands like Apple and Coca-Cola, etc.  Sure, they hurt during a recession too, but they’re not likely to go away.  Also, let’s think in the long term.  This economy thing isn’t going to last forever (knock on wood, salt over the shoulder and all that).  What about in the long run?

More and more, I’m seeing that the younger generations are identifying more with brands than religion.  Instead of going to church, we’re waiting for the new release of our favorite labels.  It’s not just about the technology or design; it’s about lifestyle, self expression and social standing.  Why pray to a grand being who’s become bogged down in religious politics and causing strife worldwide?  Brands speak directly to who we are and where we live.  Islam and Christianity segregate but can’t everyone enjoy a Coke?

Maybe that sounds pretty extreme.  We’re probably not going to have Oprahism or Bartism (remember that Simpson’s episode where Bart become a religion?).  No, we can’t use 20th century traits to define the new religious experience.  But we can draw other parallels.

Waiting in line for the new iPhone, the people around me felt a bond.  We were all freezing, all impatient and yet all energized at the prospect of the new shiny box from Steve Jobs.  Getting the 3G iPhone isn’t about utility but about 1) our lifestyle, 2) our social status in getting one first- okay, exclusivity wasn’t based on social standing but still, and 3) the white glow of the Apple store and its products is bordering on seeming heavenly.  The Apple fan boys act more like a religious cult than just any excited fan base.  (You can read more about it in Buyology, but I’m not here to peddle, and these are only loosely based on what I read.)

It seems that we’ve evolved from God is angry, which is why our crops fail and our wives die from childbirth.  To God is merciful and rewards good deeds.  To God is a bureaucrat and if you can’t read, you’re really at least 5 layers from God with the priests and cardinals and so forth.  To God is democratic and everywhere.  To God loves you unless you’re Muslim or gay.  To God like whatever.  To God?  Oh, btw, did you hear about the new Adidas line?

We’ve gone from “godless heathens” to “God” to “Godless.”  Now will brands be the new gods?

If the answer is yes, don’t worry.  All the major designers carter to all price points by sub-branding, Marc Jacobs, Marc by Marc Jacobs… soon Target by Marc Jacobs?

(Not-so-secretly, I’m praying yes because that means I’ll still have a job and career years down the line. )