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By Naom Klein

·      Branding is being preferred over production by companies

·       Branding dwells on the idea of one’s lifestyle

·        The teenager becomes a global factor

Naomi Klein tries to point out the actions of multitude of American companies that are trying to catch the attention of the regular American shopper. Such companies switched their original priorities, which were based around production of goods, and aimed to achieve the best marketing techniques to gain the consumer’s trust. This article is mainly based on the economical part of the general system.  Basically companies which moved their production overseas, now could concentrate on brand marketing

Branding the Individual

By Jane Pavitt

·      Shopping is a way of communication

·      The consumer defines the brand and the brand defines the consumer

·      Buying not only merchandise, but an identity

Unlike Naomi Klein, Pavitt focuses on the more physiological aspect of branding. She emphasizes that companies lure the consumers in by letting them know they are buying an identity. Even though the consumer feels as if they have the choice to purchase what they want, in most cases they don’t because of the manipulative media and marketing the companies use. This creates numerous problems within communities who are driven to compete with one another over who has the better brand and are therefore are divided into a different social status.

Fabien Baron

By John Seabrook

·      Aspires to always keep moving forward

·      Wants to create a movement

·      Known for ‘letting the oxygen in”

Fabien Baron seems to be of a different personality who likes to go with the flow and always move forward. He has created “The Club”, which is a group bringing artists from various fields together and aspires to create a movement where art becomes direct, simple, and forward. It is his ultimate philosophy, that past is the past, and moving forward is imperative in order to gain the best in art.