Published in 2005, in Screen Education, this branding article of mine looked at our total submersion in a universe of brands, and their psychological impact as portrayed in movies such as Fight Club, The Truman Show and through other media. In the early to mid 2000s branding saw a realignment, and the next strategic era began as a push of brands into our lives through content production. This was due to a fragmentation of markets, and of channels to consumer targeting, in the lead up to our brand-saturated, social media dominated, consumer-conversation future (I’m posting this archived piece in 2010).

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Published in 2004, in Screen Education, I was asked to review the new campaign released by the Australian Tourism Commission, and to look at it from the perspectives of Australia’s changing campaigns and the prevalent viewpoints of brand strategy. In the 2000s, branding grew massively as a discipline, and the idea of branding an entire country shifted from bewilderment to broad acceptance. All identities get managed at some level, when big dollars are at stake, and Brand Australia is no exception.

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