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Unmarketable: Brandalism, Copyfighting, Mocketing, and the Erosion of Integrity by Anne Elizabeth Moore

Unmarketable: A Review

A review by Iris Blasi

Since the early 1970s, sales of Pabst Blue Ribbon beer had plummeted steadily. Then, in 2002, the beer became the beverage of choice in hipster haunts everywhere. Sales rose 5.4% that year, followed by a 9.4% increase in supermarket sales in the first quarter of 2003. Marketwatchers initially scratched their heads at this sudden and inexplicable uptick. The beer hadn't been actively advertised in years, but that's precisely what worked in its favor. With ads from the competition (typical T&A showcases, burping frogs, and the ubiquitous catchphrase "Wassup?") as foils, PBR was automatically imbued with an anti-corporate aura that couldn't be bought.

Except that it was.

As it turns out, a savvy marketer had decided to forgo mainstream advertising, instead targeting his pitch at those bastions of corporate culture, bike messengers. And that's just one of the many tales of corporate marketing firms plundering the underground Anne Elizabeth Moore tells in Unmarketable.

Moore...



Previously Reviewed by Bitch Magazine
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