/ THISIS an anti-branding project which also functions as a
self-promotion project. Every brand gives an extra value to the
product. Consumers rather use or buy Mac than personal computer or Cons
than shoes for example.
/ THISIS is applies to a certain product together with the name of the
object the same way as a brand/logo/trade mark of corporation is
applied on their products. That consistency of visual identity is
necessary to make a successful brand.
/ THISIS + the name of the object refers to the object itself. Because
of that the extra value of the object or philosophy which brand offers
disappears. The banality of an object branded in that way is at the
same time a critcism of consumer society which often realizes itself
through the things that it buys.