blind loyalty

“sorry sir...but our brand has misplaced your loyalty. “

in the times that we live loyalty has become a one-sided affair. the slaves of loyalty are losing their identity for the sake of others or to the benefit of others. i find that in today’s modern world there are a lot of misplaced loyalty. we live in a world that has become driven by brands. people have become brands. sporting teams have become brands.  but a person can’t be expected to be loyal to something or someone who is destroying them. a person can’t be expected to be loyal to something or someone that asks them to go against their personal morals, values or integrity. but our brand driven culture is doing just that. it also requires of one to overlook, ignore or set aside their own ethics and beliefs and replace them with those of the person or group from whom the demand emanates. such expectation of misplaced or blind loyalty runs contrary to our essential human character of self-preservation and results in a loss of our identity.  this is a high price to pay. we live in times where the world is filled with horrific role models. our youth are sucked into a vortex of filth resulting in little self respect and zero tolerance and respect for other individuals. and the brands of the world promote and encourage this with their music, movies and advertisements. brands promote rebellion resulting in mayhem and chaos. we do very little to make sure that the brands that we are loyal to are standing for a good cause. that the ethos of that particular brand resonates with your ethics and beliefs. words such as “fidelity – allegiance – devotion – commitment” are used synonyms for loyalty. ever  wondered whether the brand(s) you are so fond about are committed to you as you think they are? are they devoted to you? to serve you? i don’t have a problem with brand. on the contrary. i believe they are important. my issue is with the slaves of misplaced and blind loyalty that “sacrifice” their individuality and identity to conform to an idea or feeling of belonging. a brand can never give you that sense of belonging that every person on the face of this planet long for. real loyalty brings a sense of freedom and misplaced loyalty brings a feeling of entrapment, guilt and shame for not having it .