The Bonfire Of The Brands Went Down

For your daily infusion of idiotic anti-capitalism, we present this video of the Bonfire of the Brands — an August 8th anti-corporate conflagration conducted by Neil Boorman, who we wrote about in May.

Boorman claims that he was hooked, lined and sinkered by claims that logoed t-shirts would make his life better. To a reasonable outside observer, this just betrays him as a buffoon. But hey, who are we to judge someone who cavalierly admits themselves to be an introspectionless automaton?

As he said in May, “For all the time and money I have devoted to collecting these brands, these symbols of self, I have absolutely no idea who I am. For every new material extension of my character, I become more distant from the person than I really am.”

Perhaps the answer to that is “exhibitionist twit.” You’ll have to forgive us for finding this sort of spectacle far more shallow than consumerism itself.

But props to Boorman for burning it all with a flamethrower. Now that’s good showmanship.

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  1. homerjay says:

    What a self-indulgent piece of crap. People wern’t there to support his pathetic discovery that labels don’t make the man. They were there to see something burn.

    That looked like a college campus behind him… That explains it.

  2. lazyazz says:

    Sounds like Neil needs to quit blaming “brands” for his psychosis. Looks like he has a long downward sprial on his journey to find the “person” he really is.

  3. AcilletaM says:

    Does Boorman realize that the guy he’s been hanging out with all the time is really one of his split personalities? And when does Project Mayhem start or is this the start of it?


    “I would flip through catalogs and wonder, “What kind of dining set defines me as a person?” We used to read pornography. Now it was the Horchow Collection.”

  4. Yep says:

    What a maroon. The whole reason “branding” came in to being was to help consumers distinguish reputable, responsible manufacturers from fly-by-night crapufacturers.

    Along the way, someone figured out that a brand could have equity that would apply to other products outside the original area of expertise. That you’re gullible enough to buy those other products is your own frickin’ problem.

    “Ohhh, look! I’m being manipulated. Forced to buy stuff I don’t want or need. ohhh! ohhh!”