Say you were starting from scratch and wanted common luxuries in society. For the electronic category you would need an mp3 player, a phone and a computer. In clothing you would need pants, shirts and shoes. That’s just a base and very vague with today’s need to brand. The real questions would be Zune or iPod? iPhone, Palm or Blackberry? Mac or PC? American Eagle, Abercrombie or Old Navy? Nike, Reebok, Asics or Converse? Which do you identify with?

I’m guilty of it just as much as any other American. To answer the former questions: iPod, iPhone, Mac, Old Navy and Converse. Those are my brands and I can identify part of myself through them. I feel like I am a part of the people that wear them. Which is an idea that may seem kind of strange, but I’ve never met someone who wears Chuck Taylor’s that I didn’t like. In “Things are in the Saddle,” Samuel Strauss says that consumers identify themselves in communities. “That feeling of community is created by something called the primal code. This code is a pattern as simple as binary code, and just as powerful.”(Fuel Your Branding)

According to Fuel Your Branding, the primal code is a seven-step process that helps consumers identify with their brands.

1)    The creation story- how did your product become popular? Mac- basement, new wave

2)    The Creed- What makes this product cool? Apple- Hi, I’m a Mac and I think different.

3)    The Icon- what says this is my product? Mac- the Apple

4)    Rituals- what does this product make us do? iPod- we now have the Genius feature and the shuffle before that.

5)    The Vocabulary- How does this product change the way we view and say things? Mac- Just command-c it and then command –v it.

6)    The identification of the non believer- Who does not fit into our group and why is their group worse? Mac- PC, because they crash and such.

7)    The leader- Who is on the forefront of your community? Mac- Steve Jobs

It appears that people don’t just identify with a brand because it is cool, but because it is part of them. They are identifying with a community and following nature’s plan to fit in somewhere. So, next time you see someone wearing Burberry, Jimmy Choos and D&G don’t just write them off as a rich snob, remember they’re just being loyal to their community.


Hanlon, Patrick. “Why do we feel better about some products than we do about others?.” Fuel Your Branding 14 July 2009: n. pag. Web. 16 Nov 2009. <http://www.fuelyourbranding.com/why-do-we-feel-better-about-some-products-than-we-do-about-

Strauss, Samuel. Things are in the Saddle. 1924. 578-588. Print.

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