Brand Names, Positive or Negative

No one who talks or e-mails with me on a regular basis can be unaware of my recent conversion to the Mac format of computing. It's made my life tremendously easier and the transition was pretty easy. But make no mistake, I still like Microsoft and Dell and I will not say I would never go back or use a PC. It's just that the machines and software they are presenting don't fit my needs and I find them unnecessarily complicated and fussy.

But there are other brands that not only do I find I can get along without I find that I have visceral feelings about. Walmart is probably at the top of my list. General Motors, Ford and Chrysler have disappointed me but I don't dislike them.

Walmart, I am afraid to admit, I am adamant about avoiding. Recently my wife found out that she might be able to get her prescriptions filled for less money at the Walmart pharmacy. She actually felt she had to apologize to me for caving in. As it turns out, they couldn't do any better than the pharmacy we currently trade, so the matter went away and our integrity on this issue is intact.

I dislike Walmart for all of the liberal exploitation explanations, but it goes deeper than that. I don't think their policy of lowest price is in my long term best interest. I probably should do an essay on that, but suffice to say I don't think their offerings have total value. Total value to me is the quality of the product, the service after the sale and the price. When you deal with Walmart you can usually count on a low price and nothing else, and the wise buyer will even check the price, because the low price is not a given.

I don't like any of the national TV networks, but Fox is a hot button for me. I realize this brands me as a liberal. I don't deny that the right wing have the right to their propaganda outlet, but they don't even do it well. Their merciless beating on a subject with no substance is tiring and unprofessional for a station that touts it's journalistic credentials like a talisman. Obviously I am outside of the massive public audience that cares passionately about the love life of Brad Pitt, the rehabilitation of Lindsey Lohan and the antic's of Paris Hilton. And I'll be the first to admit that Fox's addiction to this type of "news" has influenced the other news providers. However, for the most part, they do not participate with the moment by moment, breathless enthusiasm of Fox and certainly not with the everything that happens in this moment depends on resolving the "truth" of this incident outlook with the endless parades of experts to tell us how we should think and why it matters.

I know that the brands we buy are suppose to say something about who we are. I guess that means that I'm a Kohl's person because I find most of the clothing I like at their store. However, I also shop at Lands End. I'm never sure what all of this means because rather than trying to exhibit a lifestyle, I'm try to cover my rapidly aging body against the elements. Adding to my confusion is my total lack of knowledge about what shopping at the Gap versus Old Navy means in the code of social value and status.

I support the brands I do because what they provide works for me. I don't think that makes me unique, but I'm sure it drives marketing people nuts. (Assuming they give a damn about my category.) I don't know if I can be pigeonholed in the marketing category ladder. I think I'm and Advanced Age Urban Empty Nester. but that can't be, because the acronym isn't sexy, AAUEN. It's sounds more like a mantra for meditation than a marketing category.