Lemming's Insane Ranting

The manner in which we spend our money defines who we are. This theory isn't exactly new. Thorstein Veblen conjured the phrase "conspicuous consumption" back in 1899 in his book the Theory of the Leisure Class. In this secular society of ours, where family and church once gave us a sense of belonging, identity and meaning, there is now Apple, Mercedes and Coke.

These brands offer us a set of beliefs and goals which we can aspire to. Is this sounding far fetched? Don't take it from me, here's Kevin Roberts, worldwide CEO of Saatchi & Saatchi.