New Frontiers in Product Branding

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Via Tyler Cowen, an idea from Geoffrey Miller about product branding that’s “intriguing but absurd”:

For example, companies could sell certain products only to consumers who have a certain minimum or maximum score on one or more of the certain Central Six [personality] traits….Lexus could sell the “Mensa Quartz Medallic” color of the LS 460 only to customers whose validated intelligence scores are high enough for them to join Mensa International (IQ 130+ or the top one in fifty).  The more exclusive “Prometheus Glacier Pearl” color could indicate an IQ above 160 (the top one in thirty thousand) — the qualification for joining the Prometheus Society.

Too late!  This idea is clearly stolen from J.T. M’Intosh’s World Out of Mind, putatively a novel about an alien invasion of Earth, but in reality just a vehicle that allows him to lovingly describe a future in which everyone takes a cognitive test in early adulthood and is assigned a color forevermore.  There are the dull witted Browns, the worker bee Purples, the middling bright Reds, all the way through the Oranges, Yellows, and supergenius Whites.  And in case that’s not enough for you, each color is further divided into its Circles at the bottom, followed by its Triangles and then its Stars.  The White Stars, needless to say, run the world.  And in M’Intosh’s world, you wear your badge at all times or else.

(Yes, those are really the colors he used.  Race theorists should feel free to have a field day, especially since Miller’s proposed colors are remarkably similar to M’Intosh’s.)

50s science fiction.  You can’t beat it.  We will now return to our normal political kvetching.

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Truth #1: The chaos is the point.

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SIX TRUTHS

Reclaiming power from those who abuse it often starts with telling the truth. And in "This Is How Authoritarians Get Defeated," MoJo's Monika Bauerlein unpacks six truths to remember during the homestretch of an election where democracy, truth, and decency are on the line.

Truth #1: The chaos is the point.

Truth #2: Team Reality is bigger than it seems.

Truth #3: Facebook owns this.

Truth #4: When we go to work, we're in the fight.

Truth #5: It's about minority rule.

Truth #6: The only thing that can save us is…us.

Please take a moment to see how all these truths add up, because what happens in the weeks and months ahead will reverberate for at least a generation and we better be prepared.

And if you think journalism like Mother Jones'—that calls it like it is, that will never acquiesce to power, that looks where others don't—can help guide us through this historic, high-stakes moment, and you're able to right now, please help us reach our $350,000 goal by October 31 with a donation today. It's all hands on deck for democracy.

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