Brands are idolatry—a false religion. People make these idols. Then they sell them to gullible worshipers, who not only pay a premium for them, but also become addicted to collecting them, bragging about them, and identifying with them, even though all of it is smoke and mirrors.
Idols are evil. In this week’s Bible portion, God not only warns the Jewish people against worshiping the gods of other nations, but also to “demolish their altars and smash their monuments, and cut down their asherim trees, and burn their graven images with fire.” (Deuteronomy 7:5)
Of course at the time of the giving of the Torah, the term “idol” referred to some kind of statue, and the ritual worship involved things like sacrificing infants to Baal/Moloch.
Most people can’t relate to that, although there are a few today who can.
But we can relate to the concept of collectively creating a brand, ideology, narrative, etc., and then bowing down to it. And we are told this is a good thing…we are told not to believe in God but rather to turn to humanly constructed politically correct ideas, such as the worship of what is called “science.”
The fact that narrative worship is a kind of religion explains why independent thinkers are often harshly censored today. They are literally violating a kind of reverse moral code.
But it is only when we destroy the system of false idols that we can get in touch with our true selves. The self is innately connected to God and we can’t be pulled in two directions at once.
Deuteronomy 7, Verse 6: “For you are a holy people to the Lord, your God: the Lord your God has chosen you to be His treasured people, out of all the peoples upon the face of the earth.”
I had no idea when I was studying branding and preaching its use that it had all these implications.
By Dr. Dannielle (Dossy) Blumenthal. All opinions are the author’s own. Public domain.