"I'm not afraid. I'm standing on top of this building, watching the storm approaching. I am not scared, taking on any weather it takes, cold or warm. We walk this world together afterall".
Filmmaker Pedro de la Fuente @pfuente, a good friend of mine, is currently working on to make people think what is freedom? I would start asking what is the value of freedom. To start, lets say loyalty has an important aspect. Loyalty to believe and to trust that the other will or can go out to do what is decided. When you trust, you can propose freedom.
This summer I've had the freedom to go fishing at 11pm
Loyalty and freedom
The key to understanding freedom is to recognize and respect that people are deeply loyal to themselves and those they love, but not to products, brands and governments (as society could be understood). They are loyal to their own values and the (relatively few) people and causes they truly believe in. What looks and feels like loyalty to a government, product, brand, company, etc. is driven by what that product, service, brand says about who we are and what we value.
If I buy from you, with money or by action, it’s not because I like you but because I like myself
This summer I've had the freedom to enjoy time in the park with my girl
Value of freedom
I also discussed this in a study on branding (pdf here). The value of freedom can be understood through an idea of post-modernism: the need to order the world into easily identifiable ranks and categories. Categories are society's way to interpret, to contrast and compare objects. The values signify the person's identity and leads to an active enjoyment of the specific object. The value of freedom is, therefore, the emotional interaction in a world of free choices. In a post-modern society, the citizen freely collects signs that signify the self.
The value of an object is the ability to create emotional loyalty, which emerges from the signification of the self. Hence the value of freedom is about the option to choose.
This summer I've had the freedom to enjoy a cup of tea with magazines.
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