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Diane Publishing Books
Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld
James B. Twitchell (au)
Branding has become so successful & ubiquitous that even institutions that we thought were above branding have succumbed. Such cultural institutions as religion, higher education, & the art world have learned to love Madison Ave. or lose market share. The rise of the megachurch epitomizes branding in religion. Colleges & universities have embraced branding as they have grown more alike. Even museums have seen the advantages of branding. Their blockbuster exhibitions often put familiar paintings in a new context. Twitchell argues that branding may be invigorating our high culture, bringing it to new audiences, making it a more integral part of our lives. “A feisty defense of American materialism.” Illustrations.
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