There are documentaries about Marketing, where you actually learn something about how things work, and there are films about Marketing, where they try to show what’s happening “behind the curtain”, but don’t really show anything.
Branded is in the second category – a movie about a Marketer.
What I found intriguing is the idea of that we can change peoples perceptions on the concept of beauty and therefore change which brands they like and which they don’t.
What I found a bit cliche is the idea that Marketing is bad.
I mean, I do write that some industries and brands might not be good for people (including the mentioned in TV – fast food industry), but I also am the first person to say that we need marketing.
We need marketing because it does good too.
All of our social interpersonal communication, all of our concepts of beauty and what we like and we dislike about the world comes from Marketing.
Cities like Sao Paulo and countries like Cuba, for example, don’t have outdoor Marketing and they therefore they are considered boring and ugly.
Just go to any 3rd world country or take a look at some villages, many such places are not beautiful to look at.
Marketing is necessary because it give design and directs people.
Something well designed is something nice to look at and therefore contributes to the world. Something that brings people closer to human ideal are good too.
Still, some things are useless and we just think of them as useful, while they are actually not.
So back to Branded.
The movie shows how a small elite of people wants to make money even if it means to destroy the world as we know it (change our values about the world) to suit their needs.
In response to this, a main character who is playing a gifted young Marketing specialist decides to bring the whole marketing industry down.
He is not happy with how the things are so everyone else should not be happy about it too. As in case of few elite people who are there to manipulate the world by manipulating the masses, this person is changing the world in his own way by manipulating the masses.
A Marketing war.
This behavior is a typical to people in general as people like to assume that their worldview is the best there is called self-reference effect. But whose worldview is correct than?
The correct answer is it depends. My answer is that as long as we benefit from something as the planet as whole, than it is a good behavior. Usually, consuming more is not the correct behavior, so very little products are good for you.
The only correct thing to do is to understand the world and its workings and to become in control of it, otherwise other people will just tell you what to do.