Gentle violence, or brands as the new religion

In today’s urban space it is no longer possible to walk for 50 metres without coming across a Nike logo, a Coca cola machine or a Mc Donald’s. In a depoliticised and secular society, brands have taken the place of religion by effectively structuring our way of seeing,feeling,acting and thinking.The theological and political demarcation has been usurped by an economic demarcation based on the omnipresence of consumerism and brands.The brand name has acquired a ubi quitous status in as much as the role it plays in today’s society could be compared to the role played by God in the Middle Ages: it organises the way people speak, think and act.