NORTHERN PLANNER

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Do without things if you want to learn about them

I saw a film where a bunch of brand loyalists were made to do without their favourite packaged brand for a couple of weeks.

They were given and unbranded replacement and moaned for the whole two weeks about how it wasn't as good.

Only to find they had actually been using their favourite brand without the packaging.

That's the power of brands. It's the belief in them as much as the actual quality.

So if you want to really understand the role of anything in people's lives, do some research where you take it away from them and get them to talk about what it's like.

Like when a office goes mad because the milk isn't delivered – it's the tea and coffee they go mental about missing.

When a car breaks down, it's having to suffer other people on public transport they hate (very British disease this one).

Take Heinz ketchup away and bacon sandwich becomes a waste of calories.

Etc

Anyway

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8 responses to “Do without things if you want to learn about them”

  1. JD Avatar
    JD

    That might be the power of brands, it could also be the stupidity of people.

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  2. JD Avatar
    JD

    I think this is the brand version of designing something in its next larger context. But far less pretentious.

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  3. Northern Avatar
    Northern

    It’s the irrationality of people. Brands help us choose easily because we can’t be bothered, but they also create a placebo effect
    Most brands are really providing holes rather than drills
    A Dodds comment, I feel very honoured

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  4. JD Avatar
    JD

    Two actually. Now, three.
    You’d have had more in the past but your commenting system was less usable than it is now.

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  5. TSNg Avatar
    TSNg

    When did you last (voluntarily) go without something?

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  6. Northern Avatar
    Northern

    Interesting question
    Coffee for a month – re-learned to taste it and feel the hit
    Shaving – tried to grow a beard, the clean shaven feeling after the grimy itchiness was immense
    Wine for a month – re-learned to savour the taste and the unique sensations instead of drinkingh it like Ribena
    Buying things I want (rather than need) for a year – and re-learning the pleasures of things and the dangers of buying things to cover holes in your real life
    Going on trips without my family – and missing them despite the fact I need time without them too
    Carbs – bad idea, very grumpy and joyless, carbs give you joy
    Sleep and general life without children, I wish I could shake people without kids and tell them to enjoy the freedom, kids are brilliant, the sacrifices are worth it, but sacrifices they are

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  7. JD Avatar
    JD

    But you couldn’t give up the pink cycling accessories.

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  8. TSNg Avatar
    TSNg

    Ohhh! I tried no coffee (NOvember thing last year) and no carbs (keto diet for 4 months) too.
    Coffee: Was a zombie for a week; felt like death at 4pm every day. Then my body adjusted, and I became a textbook adult who slept at 11pm for the rest of the month. The ordeal made me renew my vows with my daily flat white.
    Carbs: This one didn’t feel like anything; I’m not that into sugar. Until I ended the sugar fast with a huge hot chocolate. Halfway through the mug, I was all shakey, and felt like I could outrun a Ferrari.
    I get the whole “I need time away from my family, but I miss them” thing, though from the other side of the table. As the eldest of three, I periodically insist my parents take vacations, sans me and siblings. Because the kids didn’t earn or need the vacations; they did.
    Next, I intend to do the “no shoppping” thing this November, and maybe spend 2019 wearing no black. (Too lazy to think much about clothes, so I wear a lot of black.) The latter one is gonna be rough.

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