The Personal Brand III: A world with no brands - a series by Interbrand

Sometimes I crave a world with no brands. Working behind the scenes in the field of branding, I often feel like the familiar promises and repetitive messages don't affect me. I see straight through them.

Brands play such a big role in our society. It's a powerful tool that can influence a vast number of people. This puts us, the people working in this industry, in an interesting position. We come to work everyday with the opportunity to create and shape our culture.

I'm very much against the idea that we should fit into socially-accepted models of people. That men and women should look and act a certain way. There’s too much judgment around it, because the brands you choose say so much about the kind of person you are.

But they also have the potential to work for us, rather than against us. Brands that provide great services, like Google, will be trusted. Brands that offer unique experiences, like Virgin, will get people talking. Brands that produce quality products, like Apple, will win customers. These brands are not out to make a quick buck, but offer greater value to the community at large.

So for those of us working in this industry, I'd like to remind ourselves that here, in front of our Macs, we are sitting in a seat with great power. And with great power comes great responsibility (thanks uncle Ben). How we use this power is up to us. What do you want to be remembered for?



Jefton Sungkar, Designer at Interbrand Sydney