Unbrandable

June 1, 2015

Based on a series of interviews conducted between 2012 and 2014, Stone, aka King Adz (The Stuff You Can't Bottle), outlines the world of "unbrandables": both unbrandable people, a new consumer group that rejects inauthenticity and materialism, and unbrandable brands, those products that have found a way to connect with these consumers. This focus represents a shift from the status quo of advertising big brands to consumers and instead concentrating on social responsibility and uniqueness. Stone offers these thoughts in 55 brief chapters, each focusing on an individual, a company, or an idea. He seeks to uncover this unfamiliar space by talking to unbrandables and to provide insights into how companies can be successful in this uncharted territory. Each section contains some narrative as well as a peppering of relevant quotations. VERDICT This work, while not a guidebook for how to compete in a world without brands, offers a provocative discussion on how consumers and brands interact and will satisfy those interested in marketing, advertising, or consumer behavior.--Elizabeth Nelson, McHenry Cty. Coll. Lib., Crystal Lake, IL

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