'If brands have replaced religions as new secular mass movements, then memes are the modern day vehicles for recruiting followers and reinforcing narratives and ideology,' says web3 strategist, Davis Richardson.
Nietzsche famously declared, “God is dead” in the 20th century. But nature abhors a vacuum. In the 21st century, brands like SoulCycle have replaced Catholicism as new secular religions in the West.
The fitness brand is hardly the outlier. In a global monopoly system lacking any ideological counterpart, companies battle one another for market share by converting competitors’ customers into followers. It isn’t enough to sell a good product: Companies must sell meaning in a world devoid of substance following the great ideological contests that characterized the 20th century.
Rather than treating customer acquisition like some Darwinistic contest that assumes human beings are either gullible idiots goaded into buying prepackaged services or evolved hunters safeguarding their resources by rejecting these attempts, companies should de facto emphasize community and regularly engage with members and reward them directly for being a part of it.The poet Allen Ginsburg famously wrote that whoever controls “the images, controls the culture.
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