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Brand.New
     

Brand.New

by Jane Pavitt (Editor), Victoria and Albert Museum (Other)
 

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The proliferation of brand names fills our visual world and affects our daily lives. From soft drinks to couture fashion, the power of the brand to influence tastes and preferences is undeniable. This innovative book, published to coincide with a major exhibit at the Victoria and Albert Museum, takes a challenging but entertaining look at international consumer

Overview

The proliferation of brand names fills our visual world and affects our daily lives. From soft drinks to couture fashion, the power of the brand to influence tastes and preferences is undeniable. This innovative book, published to coincide with a major exhibit at the Victoria and Albert Museum, takes a challenging but entertaining look at international consumer culture.

Ranging across fashion, design, and media, Brand.New sets out provocative debates about brands, design, and our consumer habits. How are brand identities constructed? How do designed goods reflect or reinforce the brand message? How do different cultures and communities respond to so-called global brands such as McDonald's and Coca-Cola?

Critics, historians, anthropologists, sociologists, and designers, as well as voices from the business world, offer a wide spectrum of opinion on subjects from shopping in China to the branding of personality. In thought-provoking essays, they map out the economics and business of branding; look at personal and social identities in a global, commodified world; investigate the shopping experience from mall to web site; and argue for a "critical consumption," raising ethical and social questions for both brand and consumer.

Twenty feature spreads on a variety of logos and advertising images in addition to over 200 color illustrations--united by a sophisticated design--complement the engaging writing. They present snapshots of retail, branding, and consumer behavior from around the world. Essential for all students and observers of modern culture, this invaluable survey of our consuming ways will particularly appeal to those interested in advertising, design, and fashion.

The contributors are Paola Antonelli, Patrick Barwise, Russell Belk, Aaron Betsky, Andrew Bolton, Rachel Bowlby, Alison Clarke, Charlotte Cotton, Andrea Dunham, Kent Grayson, Helen Jones, Guy Julier, Celia Lury, Sharon Kinsella, Jane Pavitt, Renzo Rossi of the fashion label Diesel, Gareth Williams, and Jonathan Woodham.

Editorial Reviews

From the Publisher

"Brand.New's balanced history yields two fundamental insights: First, that despite increasingly sophisticated methods of delivery, the basic messages of advertising and the core appeal of branded merchandise have changed little over the past century; and second, that over the same period, the prevalence of advertising and branded merchandise has exploded, penetrating into increasingly intimate corners of life."--Jason Sholl, Lingua Franca

"A coffee table book sprinkled with substantive essays . . . There may seem to be something odd, decadent even, about so lavish a book filled largely with commercial imagery that many of us see every day."--Thomas Hine, Wilson Quarterly

"A collection of smart essays on how and why our culture is obsessed by brand-name goods. The surprise is that it's also a coffee-table book, whose essays are accompanied by 200 color plates of brands, stores, signs, and other examples of commercialism that look good enough to eat . . . Brand.New is a sourcebook for consumer culture."--Glen Helfand, San Francisco Bay Guardian

Jay Tolson
A metaphor, yes, but also a very real thing, with tangible and intangible dimensions. The tangible aspect the logo, symbol, or trademark is itself no small matter. In addition to claiming a big part of the hundreds of billions spent yearly on marketing, the making of evocative and memorable designs commands tremendous creative talent. And little wonder.
U.S. News & World Report
Deborah Orr
What is the most successful rebranding exercise in human history? Surely it has to be the astonishing turnaround in the image of branding itself. Once reserved for cattle, criminals, and slaves, branding is now the motor of consumerism, the key to marshalling the desires of every human on the planet. Collectively, we do still recognize that branding is a kind of bondage - we talk of style slaves and fashion victims. Even though many of us are deeply susceptible to the manufactured allure which inveigles us into making "buying decisions", we are not necessarily that keen to admit it.
Independent (London)
John Arlidge
Successful brands are smart, friendly and, like good friends, they weave themselves into the fabric of our lives. They cheer us up 'because we are worth it'. They help us to tell people who we are - 'I wear Diesel jeans, not Levi's, because I am young-at-heart.' They help to guide us through the daunting maze of choice that is exploding everywhere from travel to financial services. British Airways is much more than an airline. If you trust it to fly, you will also trust its credit cards, its rental cars, its wine club.
Observer

Product Details

ISBN-13:
9780691070612
Publisher:
Victoria and Albert Museum, London
Publication date:
09/05/2000
Pages:
224
Product dimensions:
10.19(w) x 11.69(h) x 1.36(d)

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