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Chris Fetherston - Portfolio
Paradigm Magazine
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Graphic Designer, contaminating NJ since 1985. I'm looking for contributors for Paradigm Magazine, please contact me if you are interested!
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    Sever the Brand.


    Reclaim your consciousness, separate brand from emotion.

    Sun, Mar 9, 2008  Permanent link

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    meganmay     Wed, Mar 19, 2008  Permanent link
    how do you do that?
    arjuna     Wed, Mar 19, 2008  Permanent link
    Seeing your post and then reading Megan's response reminds me of a question that I have asked myself more than a few times in the past - How about trying some brand new emotions.
    humor :P
    folkert     Wed, Mar 19, 2008  Permanent link
    What about Ignore the brand or Forget the brand ?
    hunter     Sat, Mar 22, 2008  Permanent link
    Brands are much more emotion than product. Severing a brand from emotion would actually kill it. But, I agree with megan - how?

         Sat, Mar 22, 2008  Permanent link
    I'll try to answer that question of how...

    You first realize that the brand-emotion connection was created by someone else.

    Then you realize that the brand-emotion connection was created by someone else in order for you to enter a commercial transaction with them.

    Then (Assuming this is the case, which is probably is) you realize that this commercial transaction probably isn't really a fair one, as a point-in-case, that dunkin' donut you're eating may have made the kid on the poster smile and it may be tasty, but from there you realize the ramifications of eating the donut, you realize the ramifications of diabetes and obesity and all that stuff, and you realize that you were deceived and ripped off.

    Therefore you sever the brand's emotive quality from the one presented to one that fits reality better. That kid was paid to smile on that poster, that donut doesn't really seem as tasty when you realize how lethargic and fucking gross you feel 5 minutes after chowing it without some preconstructed halo effect mitigating your feelings around the consumption and metabolic processes of the donut.

    You stop eating donuts, you stop giving your money to the donut-pusher, you're done with that shit because the relationship's trust was severed through your realization of the truth surrounding the donut, you have now broke up with dunkin donuts through reclaiming your consciousness by a process of thinking about it in a sort of scientific way. It's all kind of like breaking up with a human being, really.

    http://oddee.com/_media/imgs/articles/a150_a12.jpg
    http://oddee.com/_media/imgs/articles/a150_a12.jpg
     http://oddee.com/_media/imgs/articles/a150_a12.jpg  << This image illustrates their master plan pretty well. I guess the other half of it which I didn't mention is social acceptance through brand identification... Just like getting a trophy wife. Fuck that shit.
     
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