I don't just mean creating it, but pondering its role in society.
Either way, you should read “Buying In: The Secret Dialogue Between What We Buy and Who We Are.”
Last Wednesday, I met the author, Rob Walker at a reading hosted by Frog Design and finished reading the book over the weekend.
In it, he deconstructs how individuals shape and interact with branding, but also points out that the prevailing notion that the consumer is now in control isn’t quite accurate.
The dust jacket does a better job of summing it up (which is, after all, its job) by describing the book as part marketing primer and part cultural anthropology.
And if you’re not already familiar, check out the archive of his New York Times Magazine “Consumed” column.