Reading 8 Identity and Personal Branding

Identity and Personal Branding


The t-shirt is used as an example to display what marketers are trying to achieve. Marketers wish to imprint young minds or the gelatinous mess that is the teenage mind. They hope this will influence their lifelong purchasing decisions. The t-shirt combines brand and personal identity into one package. The t-shirt is as much an act of individuality as it is conformity.
Generation Praktikum was a shop that sold t-shirts. What was unique about them was that every shirt they sold was a one of a kind. After a shirt was sold they would replace it with a photo of the customer. This turned the GP shop into a display or gallery.