On Branding Readings

After reading the articles on branding, a few interesting thoughts came to mind. One, I think it's interesting that branding, a monster born from and raised by anything capitalistic, exists in this capitalistic society that emphasizes individuality and independence. On the one hand, free market works off the assumption that every party will act in their own best interest and keep things functioning in good competition with each other. On the other hand, branding represents the merging of our identities. Certainly not in conflict with each other, I just find it intriguing that two opposing ideologies coexist so nicely. Another thought came as a response to "Bitch Skateboards" in Japan as a popular brand despite how sexist and offensive its name and logo are. I think it is terrifying that we are willing to follow pop culture so blindly and passionately. Why is it that the name makes so much of a difference? We are essentially putting faith in a couple of trademarked words.