Branding.

15
1. Create and Brand Yourself
Life isn’t a theme park we
passively walk through
The individual experiences the Western world as a diverse culture that isn't
delimited or defined as a society as such. Market economy and multicultural
residential areas has increasingly gained ground in Scandinavia, where the state
authorities have slimmed down with few regulations for the freedom of action
of the individual.
The subcultural undercurrents are often differentiated down to the level of
the individual. However, generally speaking the variations are based on common
human needs, but the challenges are seen as individual rather than collective.
You choose your own affiliation and in each situation adapt to the norms
of the different subcultures.
The traditional common frames of reference are strained. The role of the
public service channels is declining in favour of a multitude of pay-per-view services.
Many still talk about the good old days when national TV series could
gather the nation in front of the screen Sunday night. Those were the days,
some say. Awful, say others.
The idea of independent schools has seen a renaissance while the municipal
schools increasingly try to be 'communities with latitude'. In line with
grammar schools they increasingly make room for the opportunity of individualised
learning at the expense of what used to be called 'liberal education'.
Similarly, 'open out-of-school education' has come to stay.
Existential and personal problems take up more room in the general picture.
However, the protestant church increasingly finds it hard to exchange the
interest in the spiritual for more churchgoers, and many Scandinavians have no
problems with mixing their personal protestant faith with a belief in reincarnation.
Others convert to Buddhism, which quite simply is well suited to our pragmatic
approach to religion.
At the same time, the monopoly on names is challenged. Who says Laura is
better than Aura? The pragmatic and personal gains ground at the expense of
the universal and the principal.
EMOTIONAL
AND IMMATERIAL FOCUS
/ HIGH 1PERSONAL
2
AUTONOMY
3 4
Family life ad hoc
We see a variety of living arrangements, but the nuclear family is still the
most common. It is a base for the family members' commute between work
and leisure activities. The dream family is tailor-made more than before, and
the societal barriers surrounding adoption and insemination have lessened.
That is true for the individual's free choice. At the same time it is necessary
to turn the dropping fertility curve.
While the home's kitchen/family room in traditional homes becomes
increasingly central for family life, it also becomes increasingly common for
each resident to have his or her own room. This is no longer just a children's
prerogative. The living room is replaced by egoist rooms. At the same time,
we see more hermit dwellings - also for people with relationships. The many
divorces and shared child arrangements have inspired those who still stick
together to take action in time and simply live apart some of the days of the
week. The children follow the parents alternately or together. Conversely, the
true family moments are much more staged and planned. Quality time isn't
just something you spend with your children, but also with your partner. In
this way some of the friction between working life and family life is lessened.
A common phenomenon among the well-off is 'the third home' - the
boat, recreational vehicle or timeshare flat abroad - which supplements the
family house and the summerhouse. Self-management and self-control of
the home gains ground as a natural result of our focus on individual oppor-
CREATE AND BRAND YOURSELF
THE SATELLITE STORY
The relationship between brand
story and man: The ‘satellite story’
is the ideal. Emotional megastories
and the individual’s personal
story circle each other and occasionally
intersect