The rise of food-like items. Invented desires; products of convenience. Niche consumer targeting. “Good enough.” The restless, relentless pounding of the marketplace: profits will continue to rise.

What processes conspire to mutate bagels-and-cream-cheese into Kraft Bagel-fuls? In what is an increasingly common practiceKraft licensed the idea from a smaller company. This strange corporate masquerade is similar to that practiced by invisible brands: in both cases, brand is divorced from product. The brand is no longer a mute badge, the brand is an active meme. It has shifted from being simply a mark to differentiate otherwise similar products to being a participant in the dialogue between consumer and producer.

What are the limits of the brand? Are there places the brand still cannot trespass?

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