Here’s proof of our deep-rooted obsession with Brands


Materialism is alive and well! We are defined by the brands that we consume. Or to be precise, by brands that we have an intimate relationship with. Yes, it may seem like a bad statement, but if you thought that during a recessionary economy, we would loosen up a bit in what and how we consume. Think again!

While it may be true that consumer habits have shifted somewhat during down times, more price sensitive, as a direct impact of rising unemployment… when the right opportunity strikes, consumers rekindle their relationship with the brands they think they need. Why? Because us humans are an irrational bunch! There are myriad of books exploring and proving this phenomenon.

Just take a look at this footage from Oprah’s “My Favorite Things” annual show that is aired a few weeks before Christmas. You will see exactly what I mean. An audience of jubilant crowd that would jump like mad each time Oprah announced yet another gift (yes, by brand). Sheer euphoria! Shrieks, squeals, laughter, tears… bordering mass hysteria.

I have to laugh looking at the audience mix, majority of women, a few couples, and a smattering of gay guys who clearly are just as excited (if not more so) than the women. Watch it! It’s a fascinating look at how the human mind works, especially in “tribal settings” like these, where everyone feels they “belong to a special club of a fortunate few”, courtesy of Master Brand-Builder, Oprah!

Here is the list of the Brands that shot into fame during Oprah’s show:

  • Andre Walker (Oprah’s stylist) haircare products ($65)
  • Apple iPad ($500)
  • Baker’s Edge brownie pan and lasagna pan ($85)
  • Beecher’s “World’s Best” macaroni and cheese ($30)
  • Breville panini press ($100)
  • Centerville Pie Company’s chicken pie from Harry and David ($20)
  • Coach satchel ($400)
  • Container Store Elfa closet (up to $1,000)
  • Dana Rebecca Designs earrings ($1,900)
  • DonorsChoose.org card, courtesy of Bing ($100)
  • FedEx, whose employees served as elves during the special.
  • Garrett popcorn ($135)
  • Ghirardelli brownie mix ($5)
  • Jay-Z’s new book, Decoded ($35)
  • Johnny Mathis CD ($12)
  • Josh Groban CD ($13)
  • Judith Ripka earrings ($525)
  • Kiva gift card, courtesy of Groupon ($100)
  • Kyocera ceramic cutlery set by chef Ming Tsai ($75)
  • Lafco candle collection (18 @ $55 each)
  • Le Creuset cookware ($600)
  • Lululemon pants ($98)
  • Magaschoni tunic and leggings ($560)
  • Marianne Williamson’s new book, A Course in Weight Loss ($24.95)
  • Mark Nepan, The Book of Awakening ($19)
  • Miraclebody jeans ($110)
  • Netflix five-year unlimited membership ($700)
  • Nike Free Run+ shoes (four pairs @ $85 each)
  • Nikon D3100 Digital SLR camera ($700)
  • Nordstrom lingerie ($500)
  • Oprah’s 25th season logo long-sleeve t-shirt ($38, though really: Priceless, as this certainly put Winfrey back in the headlines ahead of OWN’s Jan. 1 launch)
  • Philip Stein special edition watch, with diamonds on 2 and 5 for Oprah’s 25th season ($2,475)
  • Philosophy’s Hope in a Jar ($145)
  • Pottery Barn jewelry box ($180)
  • Prepara herb savor ($30)
  • Ralph Lauren cashmere sweater and throw ($1,000)
  • Royal Caribbean seven-day cruise plus United Airlines flights (not valued)
  • Scrabble app for the iPad ($5)
  • Sony Bravia LX900 HDTV ($3,600)
  • Talbott Teas collection ($100)
  • Tory Burch tote bag and pumps ($445)
  • The Black-Eyed Peas’ new CD ($18)
  • UGG Australia bedazzled boots ($175)
  • Volkswagen redesigned 2012 Beetle (not valued)
  • Williams-Sonoma mini-croissants ($40)
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About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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