Not long now before the book is out. Twenty years of brand shopping, eight months of therapy, one and a half years of writing and one public bonfire compressed into this small book - doesn't seem like much to show for it all really. I can't quite bring myself to read the thing yet, but the missus is half way through. 'I never knew you were quite so shallow' she said after the second chapter.
Anyway, the blog is back up and running, and I'm out and about doing some talks in the next few weeks if you have time to kill. First up is 'The Call Of The Wild' at the ICA on 3rd September. I'm joining Jay Griffiths, author of 'Wild: An Elemental Journey', Joanna Kavenna, author of 'Inglorious' and Tom Hodgkinson of The Idler and 'How To Be Free' in a talk to discuss 'the possibilities of un-tethering ourselves from the modern world'. Tom wanted to call the talk 'Smash The State', but the ICA had other ideas, which is handy, as I'm not entirely sold on state smashing.
Next up is book launch event on September 6th. We've set up a debate between myself, the BBC documentary maker Adam Curtis, Peter York and an account planner from Mother, whose name escapes me right now. And it's chaired by Ekow Eshun. There'll also be a bit of audience participation with ESP - a psychometric brand consultancy - who'll demonstrate some of the psychological practices currently used in advertising. Should be fascinating.
Then the Soho theatre on October 2nd - a talk with Lucy Siegle. Lucy is a wonderful writer who produces absolutely essential features on ethical consumerism and the environment for the Observer. I should really be interviewing her.
I sincerely hope these events go better than the Edinburgh Festival talk I gave this past week. My debate with writer Tobias Jones descended into class war very quickly; 'I think the trouble is people like you Neil, don't have the vocabulary to fully express the current human condition' said Toby. 'I might have had that vocabulary if I had the privilage of attending Jesus College like you did, Toby.' The crowd gave a pantomime hiss and it all went downhill from there.
22 Comments:
Well done Neil. Hope its all going downhill very quickly... love Jeffrey , Jo Perfect and Atom [aged 2]
You don't need to buy clothes at all, Neil. Learn to sew and make your own.
Good luck.
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Neil
As many people have asked, why not give your goods to charity instead of burning them?
Because you wanted all of the media attention.
If you wanted to be truly free of brands, you should stop trying to turn yourself into a brand name. I know you have to, to sell copies of your book. A book that people don't actually need.
The brands haven't conned you. You are/were just a mindless consumer. If you believed a product makes you more sexy and successful then its your lack of intelligence that agrees with them.
So it is the mindless consumer that will buy your book.
If you take a £65 designer tshirt, cover up the tiny logo, it is still a tshirt from that brand. So the same applies to your Mac. Taking it out of its shell, its still the same mac on the inside. You are contradicting yourself.
Now, you know all of this as you worked on a lifestyle magazine and Shoreditch Twat. However you are trying to make yourself a messiah of consumerism to get on tv, sell books and increase your visibility as a brand name.
Dear Chriso
it's not use calling me a 'mindless consumer' as an insult - I just spent a year writing a book admitting to just that.
I promise you, there are many cheaper and easier ways of gaining publicity than burning one's posessions.
However, I don't think that there is anything wrong in seeking media attention for something that you strongly beleive in. Always, with people like you, we come back to the accusation of self-publicity. A person that makes a personal moral argument in the press must have some ulterior motive to you. While professional celebrities are free go on peddling their junk unquestioned.
I remember, turning vegetarian fifteen years ago, that people used to constantly pull me up for giving up meat by asking if my shoes were made of leather. You try to do something positive for yourself and others, and the knee jerk reaction from people is to pick holes.
According to figures from the Consumer Credit Counsel, 80% of the UK population admits to regularly overspending on designer goods. Which would seem to say that 80% of the population lacks the same intelligence as I do. If only we could have all been blessed with the same faculties as you.
Neil
Obviously the symbolic gesture is lost on some people. Of course everything could have gone to charity, and of course it's a publicity stunt on some level, but what better way to kick off the debate? When was the last time BBC news covered the issue of brand addiction?
There's something of the old testament prophet about it, I reckon.
makewealthhistory.org
Re: Neil Borman Re: Chris O
"If only we could have all been blessed with the same faculties as you."
If only, Neil, if only.
"Which would seem to say that 80% of the population lacks the same intelligence as I do." Not much of a news flash there then.
"You try to do something positive for yourself and others, and the knee jerk reaction from people is to pick holes."
I don't believe that is true. People disagreeing with your methods or viewpoint isn't a personal attack, they're voicing their opinion just as you are, I guess that is the one good thing I can see springing from your quest- a debate on the matter....
"Always, with people like you, we come back to the accusation of self-publicity. A person that makes a personal moral argument in the press must have some ulterior motive to you. While professional celebrities are free go on peddling their junk unquestioned."
Certainly if you were to stand to make no personal gain from your book I could understand your sense of moral highground here.
And I am dissapointed to hear you group people together with phrases such as "people like you"- people like us (whatever that means) do question celebrities peddling their junk. On a daily basis I'm amazed and disugusted at all that is held up as desirable and worth striving for in the mainstream popular media.
I'm sure in your mind your intentions are honourable- it just appears (like most people) your motivation is confused. We are all wrestling with our moral values in a world saturated with consumerism, some more successfully than others.......
I'm glad to say that I cannot identify with that 80% of the population you site (and since when has mob rule been a good litmus test?)
The fact that society has even developed this niche and that we're having to question this cultural blip saddens me, is this all civilisation has to offer?
Respectfully in disagreement, Erela.
Erela
respectful disagreement is most welcome here. It is the flippant, casual insults that, after a year's blogging, tends to get you down.
Bring on healthy debate though - that's what I'm here for.
Neil.
Hi Neil! Congratulations on the upcoming book release. I'll be sure to buy a copy as soon as it arrives in Milan. (I'm sure it'll be miles better than The Dark Heart of Italy - Tobias Jones wrote 300 pages on Berlusconi yet completely missed the point, which is that Berlusconi is actually extremely intelligent and capable (not to mention well-branded...) it's just that he's utterly unsuited to politics.)
The last time I posted to your blog was to encourage you coming up to your bonfire; I was very much "pro" your cause and I still am (even if, speaking personally, brands and advertising and so on have ceased to have much effect on me). Way to go, mate; despite all the "Give it to charity" naysayers, you stayed the course and did what you set out to do. Colm Ryan
Hey Colm
good to hear from you again!
That's funny about Tobias Jones.
Shame you're not in London for the events, as I'd love to meet up with you.
Glad you've wrestled free from the brands yourself. If you've got time, I'd be grateful if you could explain how you did it by going here... http://www.brand-aid.info/site/?page_id=7
Neil.
alright neil! it's alan here - saw the piece in the grauniad and had fun remembering the day of the fire, i'd like to think I played some small part in your emergence, butterfly-like into a brandless being!
anyways, we must meet up - I'll buy a copy of the book for you to sign, not sure I've ever known an author before...
if you're ever in south london I'm running a little boozer called the balham bowls club...
Hi Neil,
I'll do what you ask and I'll give you my story, but it was a long time ago now and I'll have to put some thought into it first. Get all my memories in order, sort of thing. Best of luck with the launch!
Colm
Neil, I write after reading your article in the Weekend supplement. It really chilled me in a way I find hard to explain. I have never been one for labels to be honest. My knee-jerk frugality if nothing else prevents it. It was my formerly brand obsessed sis who showed me the article as she said she could identify with much of it, especially the first encounter with sartorial fascism in primary school. She has often told me how much she admires my naivety in these matters. However the article struck a chord with me and I think it had something to do with the heart-on-your-sleeve sincerity of it all. Nothing self-righteous about it as far as Im concerned. Unlike many you are taking personal responsibility for a problem entrenched in our society and doing what you can to change it and I commend you. Thank you. I don't think the point you are making only relates to those who are slaves to branding. Its a chilling reminder to evaluate whatever media generated ideals we've held onto for so long. I think that's why you have received such defensive responses and vitriolic snipes at your efforts to reform. The truth always hurts. Its easy for someone to accuse you of being a mindless consumer but as far as they are a mere mortal like the rest of us they are being disingenuous. We all have been victims of the negative aspects of collective thought. We all have at least one 'want' which we'll confuse with a 'need' that is based on our desire to love and be loved as you said, but manifests itself in a warped response to what we think society expects of us. Believe it or not this is the 'short' version of what I wanted to say. I'll show some restraint for now. I hope to catch you at the Soho theatre on 02/10.
Tolita
that was one of the most moving and encouraging things that has been said to me in a long time.Thank you so much.
I think you're right, beyond the arguments surrounding branding, we are collectively living with unachievable media-driven ideals, and are only now finding the confidence to question their validity.
Do please come to the Soho Theatre gig - I'd love to talk more with you about it. If you leave your email here, maybe I can sort out a guestlist.
Neil.
Hi Neil,
Amusing to see that now that you are back blogging, some of your readers are providing you with the same comments as before (re. charity & other general insults) - ho hum.
Anyway, well done on getting the book nailed - am looking forward to reading it.
Btw - isn't the Soho Theatre event on Oct 2nd, not 4th?
Hey Neil,
Im glad my response was an encouragement to you. As for guestlist for the Soho talk, email details are on my profile. By God's grace I will endeavour to be there even if the nguestlist doesnt happen.
Shalom, T.
Good job on achieving a year brand-free and pubishing a book all about it. However is there not some irony in the fact tht your website and your book carry the branding of Bonfire Of The Brands? The net result of living brand-free has been the invention of a new brand!!!
you are really up your own arse.
i was going to write quite a bit here but as someone who pretty much lives brandless anyway simply because i dont see the point of t-shirts that cost more than a weeks wages, i've decided one word will suffice: TWAT.
Pfffffffffffffffft! Good on you for providing a forum for ESP to spruik itself, Neil. Your brands-have-stolen-our-minds premise is rather over-the-top, but it all makes sense if you're some sort of Manchurian candidate, and I'm torn between cynically wondering if you're in cahoots with whether it's all in aid of convincing companies that branding is more effective than it is, or that you are sincere but just don't realise you're playing into it all?
I have started reading the book and really like it!
Well done!!
Hello Neil!
Now I'm not sure if you'll read this but I thought I'd give it a go...
I'm currently making my own magazine for my final year degree major project and am writing a feature on brand addiction, and a case study will be your book (which I greatly enjoyed).
So... I was wondering if I could ask you a few questions regarding your book and your views on the branded world and what you are up to now? I would happily send you a copy of the finished article if you'd like me to?
I assume if you're approving comments it would be ok for me to put my email here e.bailey85@gmail.com
If you could let me know whether you'd be interested I'd be very grateful.
Thank you!!
Emily
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