“Men make their own history, but they do not make it as they please; they do not make it under self-selected circumstances, but under circumstances existing already, given and transmitted from the past. The tradition of all dead generations weighs like a nightmare on the brains of the living. And just as they seem to be occupied with revolutionizing themselves and things, creating something that did not exist before, precisely in such epochs of revolutionary crisis they anxiously conjure up the spirits of the past to their service, borrowing from them names, battle slogans, and costumes in order to present this new scene in world history in time-honored disguise and borrowed language.”
Why Marx on a Friday morning you may ask?
Well, Marx could have been the next Saatchi had he picked a different profession. He understood human psyche and what motivated them in the deepest sense.
Branding is the process of continuous struggle between businesses and people to define a promise and meaning. Simply put, Marx said “People make their own decisions about who to be, how to live, and what to buy, but under circumstances shaped by brands’ advertising, marketing and publicity.”
What decisions are you encouraging as a marketer?