“Household Gods” have historically been referred to as deities worshipped in the home for various purposes. From ancient Rome to Japan, household gods have been involved in numerous cultures and cover a wide variety of mostly pagan rituals. They were particularly common in Greek, Roman, and Norse paganism. We consider household gods an ancient, superstitious belief, and yet they’re not that different from the
brand names we worship today.
Our homes are filled with objects of worship, from the Mercedes in the garage to the Rolex on the nightstand and the Gucci handbag in the closet. It’s almost as if we have a “pre-Christian” connection to a desire to worship at the altar of something, and today that “something” is a brand.
Why we put such faith in the power of brands is a connection that dates back thousands of years. We desperately want to believe in something, and our tragedy today is that too many place that belief in a temporal, empty object rather than an eternal answer.