Beyond the Brand

Hello and welcome to Beyond the Brand. I am Barbara van Santen, and I have studied Graphic Design and Art History. At the moment I am studying Culture Sciences at the University of Maastricht, the Netherlands. I have experienced the gap between the creative practical world of Graphic Design and the theoretical world of Art History and Culture Sciences. I think it is important for designers all over the world to understand the theoretical side of visual communication. With this in mind I created this weblog for young designers who are interested in knowing more about the world beyond the logos they design.

The Brand Channel features the ongoing Brand Debate, and visitors are asked to take sides: one is either Pro Logo, and believes that consumers manipulate brands, or No Logo, and considers that brands manipulate consumers. Chris writes on the forum that:

Long ago in a shop far far away there were two piles of soaps, both smelled nice and looked the same. Then Soap A decided to call their soap Rainfresh and wrapped the soap in blue paper, they created a brand to separate them from the other soaps. People would feel special purchasing it and they could remember it by name, creating top-of-mind awareness of their product. And that's it! It's not a worldwide plot to exploit people, it's about choice. NO LOGO has NO POINT.

Naomi Klein and the Adbusters would not agree.

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Continue reading "Consumers are like Brainwashed Sheep" »

Not all people agree with Naomi Klein, myself included, and don’t consider branding “a company’s manipulative attempt to white-wash over third-world production, horrible labor practices, monopolistic distribution, and consumer brainwashing” (Brand Channel). Michel Chevalier and Gerald Mazzalovo, in their book Pro Logo: Brands as a factor of progress, and Sameena Ahmad, in her article called Pro Logo: Why Brands are good for you, critize Naomi Klein’s No Logo, and give another, refreshing, side of the branding story. In the words of Chris Raab, written on the website of Brand Channel: “Brands sometimes guide consumer decisions; decisions consumers make guide brand decisions. The relationship is reciprocal, not unilateral”.

Continue reading "Consumers are like Immune Cockroaches" »

The romantic comedy image of Bridget Jones Diary has been superbly marketed. As a brand identity, the term ‘romantic comedy’, despite its vagueness, carries a great commercial potency for distributors and reviewers, as these films have been incredibly popular in Hollywood, and with audiences, over the past two decades (Krutnik, 2002). Bridget Jones Diary is a great example of a romantic comedy, a ‘chickflic’, whose charm is enhanced because of its British appeal, and a sympathetic full-figured heroine with everyday embarrassments, and this led to the production of a sequel.

Continue reading "A Truly English Romantic Comedy made with American Dollars" »

Bridget Jones Diary can essentially be seen as a film made by women for women. By using Jane Austen’s Pride and Prejudice as an inspiration, the makers try to evoke the old-fashioned romance of the past. Bridget Jones Diary has a female director, Sharon Maguire, and its three producers were all women, as well as the script supervisor (Helen Fielding, the novelist herself). Bridget Jones Diary belongs to the woman’s film genre, which can be defined by the “centrality of its female protagonist, its attempt to deal with issues deemed important to women and its address to a female audience” (Hollinger, 2002).

Continue reading "An Old Fashioned Love Story with a Feminist Touch" »

Continue reading "Bridget Jones: wanton sex goddess with a very bad man between her thighs" »

Later that day I got to thinking about relationships. There are those that open you up to something new and exotic, those that are old and familiar, those that bring up lots of questions, those that bring you somewhere unexpected, those that bring you far from where you started, and those that bring you back. But the most exciting, challenging and significant relationship of all is the one you have with yourself. And if you find someone to love the you you love, well, that's just fabulous.

Continue reading "I'm a Carrie" »

Sleigh bells ring, are you listening,
in the lane, snow is glistening.
A beautiful sight,
we're happy tonight,
walking in a winter wonderland.

Every year in November a feeling of melancholy comes over me when I see the first trucks arriving at the Vrijthof in Maastricht. This beautifull medieval square gets taken over by a Christmas fair, the Winterland, every year for a devastating one and a half month. Busloads of tourists come to visit the fair and pollute the whole Vrijthof. Winterland is sponsored by Bavaria, a beer company, and is open every day from 11.00 to 22.00, and its loud presence in the heart of the city cannot be ignored. It consists of an iceskating rink, traditional food and drink stalls, cafes where you can drink Glühwein and warm chocolate, a Giant Wheel, and more than fifty Christmas stalls selling all sorts of Christmas knick-knacks.

Continue reading "Walking in the Muddy Snow" »

When going for a walk in Maastricht in wintertime, at a time when the Winterland, the Christmas fair, is set up on the Vrijthof, the contrast between the city itself and the fair becomes evident. But why is this contrast so great? Both Mark Gottdiener and Manuel Castells have explanations for this phenomenon.

Continue reading "Walking in the Simulated Space of Flows" »

The American artist Duane Hanson critizes the consumption society through his work, and his sculpture The Supermarket Lady clearly visualizes Baudrillard’s concept of hyperreality.

Duane Hanson, Supermarket Lady, 1969

Continue reading "The Supermarket Lady" »