The Sunday Magazine

Documentary: Brand New World

It's a brand new world out there. Brand being the key word. Coke, Starbucks, Nike - they all want to sell you something. They always have. But now corporations promise to change the world while they're at it, take on problems that governments don't, even become a trusted source of news and information....
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It's a brand new world out there. Brand being the key word. Coke, Starbucks, Nike - they all want to sell you something. They always have. But now corporations promise to change the world while they're at it, take on problems that governments don't, even become a trusted source of news and information.

And oh yes, they want to be your friend too. Really. Your friend. Brands aren't just products anymore, they're people. And branding is no longer a strategy used only by marketers.  
In this week's feature documentary, Ira Basen takes us inside a burgeoning brand culture.
Where everything ... everything is branded.

Ira Basen's documentary is called Brand New World.

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