An Indian-American group is actively engaged in a new campaign, Take Back Yoga, ostensibly to return yoga back to its original “Hindu brand.”
It’s interesting to think of ancient wisdom traditions having a “brand” but if we think about brand as story, then yes, but every global movement emerges from countless stories. The institutional originators get to decide on the “official” legacy stories.
But as we know today, “brands” cannot be “owned” by anyone in a world where stories proliferate in every media and channel possible. Just in the US today there are 15 million people who exercise daily stories about yoga.
No matter how much institutional religions try to own their brands, people will continue to improvise new forms inspired by inspiring new stories that cannot be controlled even in the most repressive communist dogmatistas.
So what should the role of the “official” stories be as spiritual movements evolve? And how can we honor each next generation of improvisers?
