BRANDS AND DESIRES

Brands identify products and services. Yet a brand is much more than a 'brand name' or a 'brand logo' on a 'brand-name product.' Brands reflect individual and collective desires that go far beyond a product's utilitarian benefit. 'Brands & Desires' presents 25 examples of the link between brands and desires, beginning with The Rolling Stones (desire - coolness), and continuing on to include Apple computers (religion), De Beers diamonds (fidelity), Ikea furnishings (growing up), Freitag bags (individuality), Marlborough cigarettes (freedom), Benetton clothing (justice), Red Bull softdrink (action), and Greenpeace (resistance).