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The project of transforming culture into little more than a collection of brand-extensions-in-waiting would not have been possible without the deregulation and privatization policies of the past three decades. In Canada under Brian Mulroney, in the U.S. under Ronald Reagan and in Britain under Marg…

This was the secret, it seemed, of all the success stories of the late eighties and early nineties. The lesson of Marlboro Friday was that there never really was a brand crisis—only brands that had crises of confidence. The brands would be okay, Wall Street concluded, so long as they believed ferve…

It’s helpful to go back briefly and look at where the idea of branding first began. Though the words are often used interchangeably, branding and advertising are not the same process. Advertising any given product is only one part of branding’s grand plan, as are sponsorship and logo licensing. Thi…

The astronomical growth in the wealth and cultural influence of multinational corporations over the last fifteen years can arguably be traced back to a single, seemingly innocuous idea developed by management theorists in the mid-1980s: that successful corporations must primarily produce brands, as…

Like Puerto Rico, the Northern Marianas were subject to some U.S. laws but not others. The federal minimum wage and much of immigration law were waived. The nearest Occupational Safety and Health Administration office was thousands of miles away. At the same time, for the purposes of trade, the Nor…