iWhatever*

Branding is not an art form and certainly not content-sensitive in any way. Your every street billboard and glossy advertisement should sufficiently prove the point (and should you still feel a need to verify, please check back with your neighbourhood convenience store only guided by whatever commercial pops into your head while shopping for shopping’s sake if you will). It’s the mechanism of mass manipulation, the gesture that means You!, which does the job. It’s a blueprint for success (“My sunglasses are good for my image.” – Samsonite) that gets played on in many variations for the sole purpose of being recognized – the pathetic joy of allowed discovery shaking hands with the mutually wilful employment of the half-conscious. Admit it: you love being victimized, don’t you?
Well, for the producer in you, here’s a wink: turn it around and make it work for you and your ego (remember: “My sunglasses are good for my image.”?). Turn your self into a brand for others to consume, a set part and distributable portion of it, and try to live it as a deal – professional, slick, and strictly one-way. iWhatever* could be just you! Try anyone?

(*no guarantee to this post but please, let me know if it works, ok?)

(pic©Twentieth Century-Fox Film Corporation)