A Brand New You: How our favorite brands help assemble our self-image, and how we interact with them. Quote: “For most people, Jell-O shows up as a childhood friendship. Johnson & Johnson is more a mother and child relationship. Microsoft, for a larger than average number of people, forms a master-slave relationship.” And: “Apple Computer doesn’t create new family members so much as brothers- and sisters-in-arms…It invites users to think of themselves as revolutionary—even though, by buying and supporting Apple, they’re really just responding to another marketer’s push.”
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Joshua Benton is the director of the Nieman Journalism Lab at Harvard University, among other things. Before that, he was a staff writer and columnist for The Dallas Morning News. (More.)
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