There is a certain vague arrogance to the idea that, no matter what we are all unconscious slaves to marketing campaigns, demographic research and branding. Let me get this straight -- I can either enthusiastically embrace whatever the marketing wizards tell me to and define my identity by what I buy, or I can denounce the whole idea and just unconsciously do the same thing?

Horseshit. I don't buy the paradigm, if you'll parden the pun. Maybe it's because I don't watch TV, maybe it's because I'm a part of Gen X (how's that for a bullshit "brand" shorthand). I just don't listen to this shit. Why should I? It's a waste of time. The only reason I buy any brands at all is simply because everything is branded. And I don't buy very much at all, simply because I don't have that much to spend.

There are much more important things to do in life than be obsessed with what ever schwag some corporation wants to shove down your throat. I don't think there's anything subconscious about it if you are careful to discern what is a sales pitch and what is real. I may be a voice in the wildneress, but a fancy logo and slick marketing campaign in reality has nothing to do with your personality, even if you think it does (in which case I feel sorry that your personality is so weak and ill-defined that you need products to help you determine it).

I went to see Kraftwerk here in Denver a few weeks ago, and though it was a great show I felt like everyone was trying to reach inside my wallet and my brain. Pilsner Urquell was handing out coupons for beer samples. Flyers and promotional campaigns abounded. There was a Scion kiosk outside the venue, with girls handing out T-shirts and caps with logos on them. I refused them and really felt like kicking over the table. That sort of shit is why I rarely go to big-promotion shows anymore -- there's no "there" there, just hype and bullshit.

I'd rather sit and see a band in a tiny bar and nurse my PBR... oh wait, I can't even like my PBR anymore for the taste, I guess I only liked it because I was trying to be a hipster. Well gee, what a nice tidy argument these authors have, I guess you got me! Shucks.

That was sarcasm. With each year that passes, I care less and less about being cool or defining myself for other people.

I'm disgusted by how all pervasive it is these days, but you don't have to participate in this bullshit, whatever these authors say. It's not that hard.

While I think your deconstruction of the culture of branding (or whatever you choose to call it) is dead-on, your cynicism is breathtaking.

I do not believe that it is impossible to resist it, and though it does require some conscious thought and effort to see through the lies and hype of “hypercapitalism” and branding, it’s really no more difficult than not shopping at the mall. Don’t watch TV. Cast a critical eye whenever they try to market to you. Think for yourself and get your news from a variety of sources, read widely and develop your own opinions.

Of course, we are all subject to the influence of brand marketing to some degree simply because of its omnipresence in the culture we live in. This does not mean that I have to be a passive vessel for whatever meaningless “lifestyle” brand that some corporate marketing wizard thinks up to make a buck.

You can go ahead and titter about your industry’s god-like powers to manipulate humanity’s wants and desires, but in reality it’s just another branding scheme that you seem to have bought into yourself (i.e. “ it doesn’t matter if you think that you think for yourself because that’s what “the industry” wants you to think”). That seems to me an endless feedback loop that really goes nowhere. I think you should leave some room for the fact that some of us never bought into it in the first place. Maybe I'm just hopelessly deluded, a testament to your industry's omnipotent will, but I don't think so.

I agree with you that too many people already have bought into it, though. Anyone who would tattoo a corporate logo on their body deserves no respect and cannot be taken seriously.

Wow. I have never seen so many fake Democrats on Salon before. I would love to know who motivated them to flood this thread with anti-Obama flames -- the final campaign of "Op Chaos?" I'll leave the detective work to someone more adept at 'Net technology than I.

To the few real PUMAs posting here: are you happy knowing that Limbaugh et al are using you as stool pigeons? If you are, then you are unprincipled at best. If you are not, then wtf are you going to vote for a war monger like McCain for? Go ahead and switch your allegiance, if you feel that strongly. Most people can see through this ridiculous hysteria though, I'd wager even the true Clinton supporters, not the right wing trolls. LOL!

For the record this is an Obama supporter writing, who would have voted for Clinton had she won? What is wrong with you?

Don't answer that, please.

And for the right-wingers -- you aren't convincing even the few people you are fooling here. Not a way to win elections. You must be desperate -- I'll give you credit for being at least smart enough to sense the trouble the 'Publicans are in.

@ Veruco Salt: my favorite is Key Lime. Got a recipe for that one? I'd like to try the Boston Cream.... MMMM.