Brands. Everywhere. On my food, on my clothes, on my computer, on my phone. There is no escaping them. Each day I find new things to add to the bonfire list; each day I wonder how I will live without them? Am I really going to cancel my Orange contract and bin the BlackBerry? Go back to using phone boxes? Perhaps I'll just send letters. Credit and bank cards are controlled by some of the most powerful brands in the world; will I be cutting up the Visa? At the moment, I can see no choice. As for cigarettes, unless I can rent a field in South America, harvest my own tobacco and have it flown over, now is a good time to quit.
From «Bonfire of the Brands» Neil Boorman, 2007