Each and every one of us perceives brands from a different angle. What fascinates one person baffles another. And what shocks some, enthralls others. Popular authors share with us their own world of brands.
Michèle Roten – Bschüssig Spaghetti, Aromat, Maggi (All together please)
Like most children, I had a strong aversion to certain foods. Top of my “I’ll-die-if-I-have-to-eat-that” list (I actually wrote one) were potatoes in any form, all other vegetables, cheese, and meat of all sorts. Except hot dogs. And fish. And most kinds of fruit. Rice was a difficult issue, too. As were mushrooms. To make a long story short: All I ate was pasta. Continue »
Oh, Halter! – Eine ungehaltene Ode
Oh, Halter! Du zergehst auf meiner Zunge, so gegenwärtig fruchtig als hätte ich dich gerade eben frisch im Garten
meiner Begehrlichkeiten gepflückt!
Du verführerisches Konzentrat meiner Sehnsüchte!
Oh, Halter! Zergehst du in meinem Mund,... Continue »
My Brand – Levi's
To tell the truth, I'm not a big fan of brands. I prefer NOT having things. No thanks, I'd rather not have an iPhone, or carry a Samsung or ITC tracking device with me everywhere I go. No sir, not me! Nor do I want to be seen with an IWC Portuguese o... Continue »
Juli Zeh - The Kellogg’s Trauma
“Kellogg’s!” Paradise’s name on earth. Except that we never got Kellogg’s, at least not at home, so we had to resort to the generosity of our friends’ parents who would let us sleep over on weekends. In the mornings, said friends’ mothe... Continue »
Thomas Meyer – Brands of My Childhood
Next year I'll be turning forty. High time to do certain things and contemplate certain others. Such as how some brands have changed since I was a child, and not always for the better. It's not just because I've gotten older that they come across dif... Continue »
Güzin Kar – I think, therefore I Eames
When, as a child, I went with my parents to visit family friends on Sundays, an event that occurred more frequently than I would have liked, I knew from the outset that during the critique, which inevitably followed the visit, the host family’s sof... Continue »
Alain de Botton - Rebranding Psychotherapy?
For centuries in the West, there was a figure in society who fulfilled a function that is likely to sound very odd to modern secular ears. He (there were no she's in the role) didn't sell you anything or fulfill any material need, he couldn't fix you... Continue »
Markus Kavka - MTV or: My Life as a Brand
A few weeks ago, something very strange happened to me. I was doing a gig as a DJ at an open-air techno festival when, at around 8 p.m., a heavy storm broke over the grounds, eventually leading to a blackout. My set was already over and I stood at th... Continue »
Joey Goebel – A Life in Logos
It was not the proudest moment of my childhood when I had to walk up to my teacher in the middle of class and say, “I think I might be wearing someone else’s shoes.” In 1987 everyone in the second grade wore Eastland leather loafers. One day we... Continue »
Sibylle Berg - From Aldi to America
The parking attendant is a friendly, mature gentleman in his forties. That’s old in Hollywood. He greets clients with unsettling geniality. Is he really that happy or is he an actor? He probably earns about three dollars an hour. Visibly indignant,... Continue »
The Brander is a publication of the Branders Group