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The following snippet from a random conversation got me thinking.

“That’s a nice watch. Where did you get that watch from?”

“It’s from Swatch,” says I.

“Really? Are you sure? I don’t see the word ‘Swatch’ anywhere leh!”

Swatch is a brand that’s pretty well known for their pop, funky watch designs. In fact, I personally believe they are one of the few watch brands with a clear identity. They’ve established their branding so well that any watches they create are distinctively Swatch.

Such is the beauty of good branding where brands are recognized by the identity they create or the personality they exude.

Unfortunately, it still seems that people still recognize the value of a possession primarily by the presence of a brand name on it, which is pretty sad. The unsung heroes behind a company with a good branding (usually the designers and branding managers) are not given the recognition they deserve.

This may not be representative of the general population but based on my own experience in a predominantly Asian country and surrounded by materialistic people. A Coach bag is not a Coach bag unless it has the Coach logo on it. A Louis Vuitton Bag is not a Louis Vuitton bag unless it’s emblazoned all over with the LV logo. “Don’t buy that bag, it doesn’t have the Coach logo on it. No one will know it’s a Coach bag!”

I’ve encountered the above conversation snippet more often than I can count on both hands and I can’t help but feel indignant for the designers behind the brands involved.

I understand people love to associate themselves with brands as it feels prestigious. I’ve no argument against that. We’re a status-obsessed society anyway.

But surely, there’s a better way to associate oneself with a brand other than having a fixation on the actual presence of the brand name or logo on one’s physical possessions.

At the most simple level, how about an appreciation for the design instead? Does it suit your needs? Is it nice?

What kind of personality does the brand exude? (An executive feel? A youthful, funky feel? A contemporary feel with an emphasis on simplicity?) Does the it reflect you? Some people love to associate themselves with brands that are in-line with their beliefs (i.e. philanthropy or a brand’s viewpoint and action towards issues such as ‘against animal testing’) or whose designs represent who they are.

That’s so much better than being fixated on a mere logo or name.

My name is Brenda. But, must I walk around with my name plastered on my chest for my friends to know it’s me? True proponents of a brand see beyond a name.

Just like how individuals are recognized based on a whole bunch of other characteristics such as behaviour, personality, ability, family background and looks by the people they matter to most.

Not the name on their identity card.

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