Egoism and Identity-Oriented Branding

Identity crisis. I hardly know myself. I live in a world where self-image is based on perception of values. Our formulaic ego-ic identities develop from, and become entrenched in, socio-cultural experiences, which include the commercial products that we buy, and the community groups that we gravitate towards. All of that which we know form the mental attachments of our consciousness – memories and behaviour – that affect the course of our lives.

It is the deterministic and predictable behavioural pattern from a person’s rigid adherence to vanity that locks the individual’s true self in a dilemma of dichotomy of ego and brand identity, a sense of ichspaltung, which relates to the nature versus nurture debate regarding cognition.

The packaging and branding of Yoga classes in a certain style or method, often do not take into account what it is that the individual wants to achieve out of the practice at the time and place. Will the course of exercise be of any use or detriment to the student? For example, imagine teaching Urdhva Hastasana (Upward Raised Hands Pose) to a pigeon (who has no hands), if you can work around the communication barrier. Take into consideration that not every being understands the wonderful language of squirrel.

Namaste to that.

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