Neil Boorman’s Bonfire of the Brands
Perhaps the greatest irony of journalist Neil Boorman’s decision to burn his branded possessions is that it’s quite a neat, but ultimately empty, PR stunt for a book. And the second greatest irony is that he’s still as – if not more – brand obsessed than before. Now he lives in fear of accidentally using a branded something. How sad.
That some are too concerned about being seen with the right product is probably true. But Neil Boorman’s suggestion that he might find himself beneath it all will, I suspect, turn out to be nonsense. There’s something human about the need to pick a herd to conform with. Certain brands allow certain people to pretend they’re part of a special set. Stripped of his Gucci (though not his Apple Mac, despite non-branded PCs being quite easy to get hold of), he’ll probably feel just as great a need to belong.
Contact Stephen Newton
Comments (No comments)
There are no comments on this post so far.
Post a comment