A brand is not a high-end product.
It is a destination where people outsource judgment.
In a world overflowing with choices, cognitive fatigue appears almost instantly.
The act of choosing itself becomes a form of stress.
Branding as a Tool to Stop Thinking
People surrender themselves to brands because they function as insurance against mistakes and as tools that let us stop thinking.
This mechanism is not limited to consumer goods. It is a structural response to information overload.
Art Behaves the Same Way
In the art world, much of the perceived value comes from who selected the work, which gallery handles it, and what kind of context surrounds it.
Brands gained power by attaching themselves to the limits of human judgment.
AI Will Make Brands Even Stronger
As AI becomes normalized, branding will intensify.
People will subconsciously seek what feels correct to AI or safe to society.
A brand is not about what you buy.
It is the comfort of not having to think.
If you fail to understand this structure, your own criteria for judgment gradually disappear.
A brand is outsourced decision-making.
And in the coming era, the more you outsource, the easier it becomes to lose yourself.