- 10:44 am - Tue, May 29, 2012
- 24 notes
“This Brand Is Your Brand” : Unconsumption in OnEarth Magazine
I’m really pleased to pass along this essay I did for OnEarth magazine, all about our Uncollection efforts. It was an honor to speak to the publication’s audience, and a lot of fun to think through our “brand without products.” (— Rob Walker.)
The piece is here: This Brand Is Your Brand | OnEarth Magazine
Here’s an excerpt:
Around the same time that I was mulling over these ideas, some like-minded collaborators and I co-founded a group blog that we called Unconsumption. Our initial idea was to highlight inspiring examples of creative reuse and maybe, in the process, help slow the arrival of prematurely disposed-of objects into landfills. We’ve built up a nice audience — we have more than 20,000 followers at the moment — but at some point we decided that, like any growth-minded enterprise, we needed a logo. One of our colleagues created a symbol we began referring to as “Mr. Cart”: an upside-down shopping cart, flashing a smile. It was the perfect image, we all thought, to represent the Unconsumption project.
So now we had a brand! Given the nature of our endeavor, though, producing branded merchandise was out of the question. As much as I loved our adorable new logo, we had no products to emblazon. But there was an obvious, not to mention philosophically consistent, alternative: brand things that already exist.
More: This Brand Is Your Brand | OnEarth Magazine