What is post-branding? : how to counter fundamentalist marketplace semiotics /
Brands aren't just intruding on culture, they are our culture. They are the sponsored mechanisms for constructing and manipulating meaning and human identity. But should we cede such a fundamental human need to the market? If not, why not, and is there an alternative? What is Post Branding? is...
| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
[Eindhoven, the Netherlands] :
Set Margins',
2023.
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| Edition: | First edition. |
| Series: | Set margins' :
#3. |
| Subjects: |
| Summary: | Brands aren't just intruding on culture, they are our culture. They are the sponsored mechanisms for constructing and manipulating meaning and human identity. But should we cede such a fundamental human need to the market? If not, why not, and is there an alternative? What is Post Branding? is a work of 'practical theory.' It is a compact 'pocketbook' format publication composed of four main sections. The first, 'DIS-BRANDED,' is a text of twenty short page-long chapters exposing the ideological underbelly and real-world impact of branding. The second, 'MIXED MESSAGES,' is a provocative visual essay illuminating the texts' main themes. The third, 'MANUAL,' presents a framework for a critical alternative to corporate branding, humorously appropriating found instructional diagrams as a brand manual satire. This section also includes examples of completed contemporary projects that have implemented post-branding principles. The book concludes with 'CONTEXT,' featuring a conversation with cultural theorist Brian Holmes and an argument with design historian Steven Heller. Part design experiment, part critical theory and part how-to-manual, What is Post-Branding? introduces a creative counter to branding's neoliberal orthodoxy. |
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| Physical Description: | 265 pages : illustrations (some color) ; 17 cm. |
| ISBN: | 9789083270678 908327067X |