What Is Post-Branding?: How to Counter Fundamentalist Marketplace Semiotics

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Part design experiment, part critical theory, part how-to manual, What Is Post-Branding? offers a creative counter to branding's neoliberal orthodoxyBrands 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.