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

by Jason Grant (Editor)

Part design experiment, part critical theory, part how-to manual, What Is Post-Branding? offers a creative counter to branding’s neoliberal orthodoxy Brands aren’t just intruding on culture, they are our 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.

Genres: Design, Nonfiction

265 pages, Paperback

Published September 5, 2023

Reviews

[haven ⋄ f (hiatus) · Rating 2 out of 5]

cynical and pretentious. also highly ironic they used swiss/intl design for this. brought up interesting topics but i didnt read the book the author referenced for most of this. i think i understand the point of this but i genuinely am really confused

[Tim Belonax · Rating 2 out of 5]

I appreciate the attempt that this book brings to the discourse of branding but it lacks depth, alternative approaches, or a convincing problem statement.

The book opens with a list of complaints that feels like an Adbusters rant from years ago. One chapter is a cherry-picked selection of images trying to buttress the author’s connections between Nazi’s and commercial
branding, proving to feel forced rather than illuminating. The central examples of alternatives to branding are too few and lack impact. Just because one executes a branding campaign doesn’t mean it has been successful. The last chapter ends with a cringe-worthy email exchange with Steven Heller that more so displays his kindness and patience to answer a random email than the author’s attempt to prove Heller wrong about his points on branding.

CapsLock is a great example of a book that tackles established forces in graphic design and society while providing history, sources, and alternatives. That book also discusses branding. I hope the next version of this book takes some notes from CapsLock.

[Ryan · Rating 5 out of 5]

A savaging critique of branding and consumerism, I can’t wait to find out why the AD AGENCY I work at sent me this book in the mail.

[Miki Dimitrova · Rating 4 out of 5]

Necessary and thought-provoking. Should be required reading for all (budding) designers.

[Lauren Kourafas · Rating 4 out of 5]

A really thoughtful/powerful critique of branding and design! Also just super fascinating and a school of thought that I agree with. Will be taking these ideas with me throughout my next projects.

[Simon · Rating 4 out of 5]

den vierten stern gab es nur durch die abschließende diskussion mit steven heller. er kritisiert genau das, was mir missfallen hat. aber der reihe nach: buch-design = top, buch-serie (set margins) = weitere bücher bestellt. dann: im ersten buchteil werden ein paar ganz gute punkte gemacht, branding und ownership, die erkenntniss, dass den nazis wohl eine relativ entscheidende rolle bei der entstehung zufällt (organisationshandbuch der nsdap), massimo vignellis ausage zu manuals (dialekt, sprache). im zweiten teil werden jeweils zwei bilder gegenübergestellt. einordnen muss man selbst, auch gut. das manual (teil 3) ist der schlechteste teil, die bild-anleitung unverständlich und dann die beispiele: aus meiner sicht gibt es hier null unterschied zwischen branding und „post-branding“ – wenn man die zu grunde liegende methode betrachtet. es gibt inhaltliche, moralische, organisatorische unterschiede, aber die arbeit, die mittel sind identisch. im letzten teil gibt es einen ersten text (unrelevant) und als zweites das gespräch mit steven heller, woraus sich ein paar spannende punkte ergeben (branding, naming, neutrality of design). parallel zum buch immer wieder mal was nachgegoogelt, gutes zeichen.

[Danny Mair · Rating 5 out of 5]

A really interesting book. It is half fierce, concrete critique, and half proposal for an alternative. In this sense it is very ambitious, while there is some existing critique of branding (eg No Logo), I haven't encountered any real alternative from a communications perspective. The authors have proposed a framework that turns branding upside down as a "plan for the ethical communication of collective identity liberated from a totalising, predatory ideology". They have proposed strategic counterattacks that respond to a list of identified branding characteristics. Examples are given showing the ideas in practice, one or two were already known to me but mostly they are unfamiliar. In the first section of short manifesto type texts, they make strong arguments about dimensions of branding the industry never faces. For example the way the Nazis helped invent a "systemised modern branding methodology". Also found interesting the idea that branding is a "Trojan Horse" that infiltrates civic organisations and parts of society on behalf of market ideology. The sections on cliché, addiction and ownership, although all brief, are fascinating. There is also a chapter of images that link back to all these ideas.

[Eric · Rating 4 out of 5]

It’s a pity the subtitle for this book is so full of academic speak because What Is Post-Branding? is pretty accessible, if not as applicable as one ambivalently toiling in the design mines might want.

But it’s a necessary tonic to all this branding bullshit that litters our lives and (for designers) a huge part of their practice. The interview at the end is ivory tower malarkey, but the email exchange between one of the authors and design history’s éminence grise Steven Heller is quite illuminating and highlights the contradictions and blind spots at the core of design in the age of late capitalism.

[Zahn B · Rating 5 out of 5]

Don't mistake this innovative book's concision and unconventional approach for 'superficiality' (as one review below did). It's not an academic textbook or empty industry hype. It's provocative and gets to the heart of the issues. The photo essay section is incredible and there are great examples of better ways to do branding that don't follow the industry's trite formulas. The short texts in the first chapter are biting analysis and jumping off points for further research. Anyone involved in design or branding should check it out.

[Blaine McGaffigan · Rating 3 out of 5]

Alternative title could be the anti-capitalist manifesto. It's great to hear different and new approaches to old and assumed industries.

I can't help but disagree with much of this book but the fresh perspectives were good to consider.

[Margus · Rating 1 out of 5]

Such a superficial attempt. Fine book design though.

[Cormac Fingeret · Rating 4 out of 5]

8.5/10

[Lily Savannah · Rating 3 out of 5]

Good intro and case studies, the rest felt a bit pointless. Good lens to start thinking critically, but doesn’t really go beyond into manifesto territory (which I would have liked to see)