Benjamin is the New Black


" It’s kind of scary how literal and intense the phrase "consumer culture" really
is. It’s not just that we are a culture of consumers, but in fact our cultural
icons and symbols and sources of meaning and identity are often brands and
consumer products. I wonder why people’s performances, practices, and
understandings of their identity and group membership are often so easily tied
to objects — be it a Jesus hanging from the rearview mirror, or a Moleskine
notebook. For devout Catholics and serious Moleskine fans, these are much more
than mere objects or decorations. Though Lovemark’s articulation of it is a bit
over-the-top, these "brands" do inspire intense feelings of love and respect in
their fans. If the object is so much more important than its rational material
use would dictate, then it might be that associating oneself with it provides a
special feeling of being close to greatness, or confirming/creating some aspect
of identity."

Benjamin is the New Black


Image: yeahboone @ Moleskinerie/FLICKR

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3 thoughts on “Benjamin is the New Black

  1. Interesting premise, but I do wonder how Moleskine in particular can be used as an identifiable brand. It has always seemed to me that individuals using brands as identity tend to do so in an easily identifiable manner, choosing items with prominent logos or a well known “silhoutte”. One of the joys of Moleskine is that complete lack of easily identifiable branding, or at least branding that is missed by all but the most avid moleskine lover.

    Of course people use brands as identity, I’m just not too sure that Moleskine is one.

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