The Personal Brand IV: Brand hopping - a series by Interbrand

My boyfriend has many affectionate names for me, but the one that seems to stick is 'Phase-man'. It's in reference to my intense, but short-lived relationships with brands.
 
My obsessions don’t make much sense to people on the outside. It's like I'm blinded by all the positive features and I make it my personal mission to promote these to everyone around me. My boyfriend tries to understand, but my short but oh-so-sweet affairs run deeper than he realises.
 
For instance, Nicely Nutty Muesli (you have to try this) not only seduced me with its beautiful packaging, but left me no choice but to buy up five packets when I found them on special. Original Source managed to turn my head with its natural rich aroma, it lured me away from Dove, my previous shower romance. And let’s not forget OPI nail polishes, which ended up being quite an expensive affair.
 
The reason for my committed affection originates from the characteristics of the packaging or the appearance of the item itself. If I can imagine them in my bathroom, on my feet, or on a shelf at home I'll buy it regardless of what it is. I want it to be a part of my life. Each relationship is unique, and my commitment depends on the quality of the product as well as how many other distracting offerings I come across.
 
Despite jumping from one brand to another, when it comes to branding itself I am deeply committed. I employ the same intense passion for projects at work as I do in the supermarket. Fortunately I'm lucky enough to be surrounded by branding every day, through designing brands at work to my after-hours love affairs.


Diana Chirilas, designer at Interbrand Sydney