Columns

Each and every one of us perceives brands from a different angle. What fascinates one person baffles another. And what shocks some, enthralls others. Popular authors share with us their own world of brands.

Bild/Picture My Brand – Levi

My Brand – Levi's

To tell the truth, I'm not a big fan of brands. I prefer NOT having things. No thanks, I'd rather not have an iPhone, or carry a Samsung or ITC tracking device with me everywhere I go. No sir, not me! Nor do I want to be seen with an IWC Portuguese on my wrist, and I'd be embarrassed to own a BMW Cayenne. I don't feel the urge to drink Perrier either, tap water will do me fine, thank you. Basically, I don't need any brands in my life. There is one though, that means a lot to me. Continue »

Bild/Picture Juli Zeh - The Kellogg’s Trauma

Juli Zeh - The Kellogg’s Trauma

“Kellogg’s!” Paradise’s name on earth. Except that we never got Kellogg’s, at least not at home, so we had to resort to the generosity of our friends’ parents who would let us sleep over on weekends. In the mornings, said friends’ mothe... Continue »

Bild/Picture Thomas Meyer – Brands of My Childhood

Thomas Meyer – Brands of My Childhood

Next year I'll be turning forty. High time to do certain things and contemplate certain others. Such as how some brands have changed since I was a child, and not always for the better. It's not just because I've gotten older that they come across dif... Continue »

Bild/Picture Güzin Kar – I think, therefore I Eames

Güzin Kar – I think, therefore I Eames

When, as a child, I went with my parents to visit family friends on Sundays, an event that occurred more frequently than I would have liked, I knew from the outset that during the critique, which inevitably followed the visit, the host family’s sof... Continue »

Bild/Picture Alain de Botton - Rebranding Psychotherapy?

Alain de Botton - Rebranding Psychotherapy?

For centuries in the West, there was a figure in society who fulfilled a function that is likely to sound very odd to modern secular ears. He (there were no she's in the role) didn't sell you anything or fulfill any material need, he couldn't fix you... Continue »

Bild/Picture Markus Kavka - MTV or: My Life as a Brand

Markus Kavka - MTV or: My Life as a Brand

A few weeks ago, something very strange happened to me. I was doing a gig as a DJ at an open-air techno festival when, at around 8 p.m., a heavy storm broke over the grounds, eventually leading to a blackout. My set was already over and I stood at th... Continue »

Bild/Picture Joey Goebel – A Life in Logos

Joey Goebel – A Life in Logos

It was not the proudest moment of my childhood when I had to walk up to my teacher in the middle of class and say, “I think I might be wearing someone else’s shoes.” In 1987 everyone in the second grade wore Eastland leather loafers. One day we... Continue »

Bild/Picture Sibylle Berg - From Aldi to America

Sibylle Berg - From Aldi to America

The parking attendant is a friendly, mature gentleman in his forties. That’s old in Hollywood. He greets clients with unsettling geniality. Is he really that happy or is he an actor? He probably earns about three dollars an hour. Visibly indignant,... Continue »


The Brander is a publication of the Branders Group