Overview

"Part design experiment, part critical theory, part how-to manual, What Is Post-Branding? offers a creative counter to branding's neoliberal orthodoxy 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? A compact pocketbook composed of four main sections, What Is Post Branding? is a work of ""practical theory."" The first section, ""DIS-BRANDED,"" consists of 20 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 section, ""Manual,"" presents a framework for a critical alternative to corporate branding, humorously appropriating vintage instructional diagrams as a brand manual satire. This section also includes examples of contemporary projects that have implemented post-branding principles. The book concludes with ""Context,"" which features a conversation with cultural theorist Brian Holmes and a discussion with design historian Steven Heller."

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9789083270678

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"A guide as well as a dictionary of pictorial rhetoric.--Steven Heller ""The Daily Heller"""

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