“Brand” is possibly the most prominent – and misleading – buzzword of our heavily corporatised time. Like every other turgid legacy of postmodernist “thought” littered across the contemporary world’s intellectual and social landscape, a “brand” can mean everything and nothing – in short, it defines whatever an individual “brand manager” wants the term to mean. Explicitly derived from public relations exercises, branding emphasises obvious corporate or collective strengths and minimises – or even better, neatly ignores – obvious deficiencies. When events go...
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