Brand.New

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.