People really like freebies, some go out of their minds.

Goodness – these people are weeping and shouting as if they’re about to meet the Son of Man (Daniel 7:13-14). Why? You may ask, well because of Oprah and her annual Christmas favourite things give away.

Its rather sad to see how we are ruled by stuff. Brands are our gods and when they touch us in a way that we didn’t expect and with Oprah as the Archbishop of Consumerism the joy is overwhelming. Now the big question is –  are you and I, worshiper of things and brands?

If you were wondering what was making these grown people holler like they've just witnessed a miracle, well here is the list:

• Andre Walker (Oprah’s stylist) haircare products ($65)
• Apple iPad ($500)
• Baker’s Edge brownie pan and lasagna pan ($85)
• Beecher’s “World’s Best” macaroni and cheese ($30)
• Breville panini press ($100)
• Centerville Pie Company’s chicken pie from Harry and David ($20)
• Coach satchel ($400)
• Container Store Elfa closet (up to $1,000)
• Dana Rebecca Designs earrings ($1,900)
• DonorsChoose.org card, courtesy of Bing ($100)
• FedEx, whose employees served as elves during the special.
• Garrett popcorn ($135)
• Ghirardelli brownie mix ($5)
• Jay-Z’s new book, Decoded ($35)
• Johnny Mathis CD ($12)
• Josh Groban CD ($13)
• Judith Ripka earrings ($525)
• Kiva gift card, courtesy of Groupon ($100)
• Kyocera ceramic cutlery set by chef Ming Tsai ($75)
• Lafco candle collection (18 @ $55 each)
• Le Creuset cookware ($600)
• Lululemon pants ($98)
• Magaschoni tunic and leggings ($560)
• Marianne Williamson’s new book, A Course in Weight Loss ($24.95)
• Mark Nepan, The Book of Awakening ($19)
• Miraclebody jeans ($110)
• Netflix five-year unlimited membership ($700)
• Nike Free Run+ shoes (four pairs @ $85 each)
• Nikon D3100 Digital SLR camera ($700)
• Nordstrom lingerie ($500)
• Oprah’s 25th season logo long-sleeve t-shirt ($38, though really: Priceless, as this certainly put Winfrey back in the headlines ahead of OWN’s Jan. 1 launch)
• Philip Stein special edition watch, with diamonds on 2 and 5 for Oprah’s 25th season ($2,475)
• Philosophy’s Hope in a Jar ($145)
• Pottery Barn jewelry box ($180)
• Prepara herb savor ($30)
• Ralph Lauren cashmere sweater and throw ($1,000)
• Royal Caribbean seven-day cruise plus United Airlines flights (not valued)
• Scrabble app for the iPad ($5)
• Sony Bravia LX900 HDTV ($3,600)
• Talbott Teas collection ($100)
• Tory Burch tote bag and pumps ($445)
• The Black-Eyed Peas’ new CD ($18)
• UGG Australia bedazzled boots ($175)
• Volkswagen redesigned 2012 Beetle (not valued)
• Williams-Sonoma mini-croissants ($40)

After watching the a few of Oprah's videos on YouTube, I was left wondering if her audience are brand worshiping or part of a  "brand cult". The idea of cult, today is mainly interpreted in religious discourse, however, the origin of the word “cult” comes from Latin word “cultus” which means taking care of something and adoration. Cult is different from religion because it does not assume the existence of “The Devine Being”. Cult is worshiping either a person or an object. In sociology, word “cult” is commonly used to describes a movie, music band or any other event/work that has less in number but more dedicated followers. Hence, brands can be cult.


There is significant difference between terms “brand Cult” and “ cult brand”. As first one refers to religious behaviour in worshiping a brand, the second one is used to point to significant culturological characteristics of this same brand.


The usage of the term cult brand began recently to outstand special brands from “ordinary” ones. Cult brand has devoted consumers and offers most answers to questions about certain life values. A toothpaste can not be a cult brand, but Mercedes, Harley Davidson or Apple Computers can, and most certainly they are.


Followers of one brand go after it’s ideology in maybe the same way the followers of religion go after the ideology of it. Nor branding as a method, neither any specific brand is religion, but considering the principles they use in spreading ideas and tendency to apprehend more followers, I think we can consider them to be Cults. Fanatic worshiping of one brand is a Faith in it and the process of consumption is maybe “adultery”. Brand has both key elements of a cult, a dogma and a promise. Lifestyle promised by brands can be compared with Heaven. Brand promises to his followers comfortable life if they follow the dogma, rules of behaviour set by brand.


"My thoughts on branding were established as view upon world where brands seem to have great importance/value in our lives, in a world where power of brand has grown to become main shaper of the society and human relations".

This is what happened when she gave away a brand new VW Beetle to everybody in the audience: