Imposing Meanings or Conscious Integration

The absurd arises from the clash between humanity’s yearning for clarity and the silent irrationality of the world; and it is precisely through this tension that one must continue to live, even while knowing that life lacks objective meaning.

Yet, we have learned to assign meaning to everything, organizing it on the shelves of our consciousness with ready-made answers, packaging it into political ideologies, religions, or brands.

From the perspective of 20th-century philosophers, modern humanity’s love for brands can be seen as an attempt to find meaning in an absurd world where answers to profound questions about existence and self remain hidden. Brands become anchors in this chaos, reliable symbols that provide an illusion of stability and belonging.

We seek to identify and express ourselves through brands because these symbols promise us a certain story or set of values that resonate with our aspirations. At the same time, brands offer a simple and clear idea — something stable in a world where everything else may seem transient or uncertain. They are like beacons shining through the darkness of an illusory order, helping us feel connected to something greater.

Ultimately, the love for brands might be an attempt to escape the fundamental loneliness and emptiness. It is a quest for certainty in the face of absurdity, an effort to find at least some stability in a shifting world that constantly confronts us with existential crises.

And there is nothing inherently wrong with this — the key is to discern between brands that impose meaning and those that leave room for absurdity and freedom, refraining from dictating a particular way of life while simply reminding us of the diversity of choices in this existence.

The difference between a brand that imposes meaning and one that consciously offers it lies in the subtleties of communication, approaches to the consumer, and the nature of interaction.

Brands that impose meaning often build their communication on a sense of deficiency or imperfection, nudging you to consume in order to “fill the gap.” Such brands use messages like “you’re not successful enough until you buy this” or “this will make you better.” In contrast, brands that consciously offer meaning focus on choice rather than deficiency. They invite the consumer into a dialogue, express values, and share stories while leaving the freedom to decide whether or not to embrace these values.

A brand that helps you consciously integrate meaning will encourage self-awareness and self-expression. It seeks to be a part of your experience rather than turning its identity into the dominant element of your life.

Brands that genuinely offer meaning often demonstrate transparency in their actions, stories, values, missions, and product origins. They openly share their processes, allowing consumers to decide for themselves whether these principles resonate with their own.

If a brand constantly appeals to your emotions in an attempt to create dependency, it’s a sign of imposed meaning. On the other hand, if a brand invites you to take meaningful action (e.g., supporting certain values or developing personal qualities), it points to a conscious approach.