Curt Hopkins compares the discovery that a company’s logo lights up the same brain regions in fans of that company that religious iconographic lights up in followers of the religion.
Anyway, the public (well, at least the free, male, moneyed public) that took such a hands-on role in shaping the policy of the Republic was displaced by an Imperial government that consolidated power in one man, whose will was carried out by a bureaucracy. When that happened, the formerly most influential elements of the society turned away from public life to “mystery religions”: Mithraism, the worship of Isis and of course Christianity.
In the same way, it feels that we’ve lost something in turn. I’m not sure what it is – religious faith, political will, tribal affiliation? – but I can feel it. With the loss of that thing, people have turned to brands, particularly to tech brands, with their promise of connection, amplification, justification, belonging. The promise of salvation and relevance.
ReadWriteWeb: Thou Shalt Have No Other Jobs Before Me: Geek Fanatacism Lights Up Same Part of the Brain as Religion
Also check out what Douglas Rushkoff has to say about the future of branding in social media.