More on personal brands
There are two main positions in the litterature of wished objects. One was defined by Melanie Klein´s description of partial objects. According to Klein, we wish some objects because they are part of some persons, for example, the breast and the mother.
Gilles Deleuze critiziced this opinion. For Deleuze, wishing is a self guided process and has nothing to with objects being part of other person.
I was thinking about this when i found Natalie Gulbi´s personal website. This beautiful girl has built a personal brand in a very short period of time. She´s got her own swimwear collection, she has posed as calendar-girl and she´s got her own TV program. The most interesting thing is that she´s a golf player.
What do you think the main interest brands can consider when they ask Natalie to work for them? Is it the fact that customers buy things guided by the wished image, in this case, Natalie? I don´t really know what -the hell- they have in mind. Is it just the matter of gaining exposure? I will sure focus on Natalie´s image but I will not probably focus on the product. Or do people buy these products based on an idealizing mechanism? I admit many of the current advertising techniques are a mistery for me. I cannot find any easy justification for them.