Somewhere Yes: The Search For Belonging In A World Shaped By Branding

Branding touches almost every aspect of our lives and shapes humanity in fundamental ways. In a unique text most relevant to our times, New York graphic designer and creative thinker Beat Kaspar Baudenbacher provides a complex and visually provocative foray into the way brands have become our new religion and shows how we--from our products to our politics--have become our environment. Somewhere Yes dives into the pros and cons of a social structure driven by branding and takes us on a journey designed to make us question the intentionality of our choices, the depth of our kindness, and the very purpose of our existence on this planet. ?The book starts with a look at the primitive beginnings of communication, when language and symbol originally functioned to create a cultural sense of belonging, then advances to modern day, where our sense of togetherness seems to have been fractured. It calls us to question the lines of division and sense of fragmentation we see around us but also find ways to reverse these through positive action. Through the lens of branding, Somewhere Yes invites us to think about the concept of belonging, being a part of something bigger than ourselves, adding to the world in a way that makes it better. It walks us through an essential conversation about brands and presents images, many of which are fascinating icons to dissect, to help us recognize that while branding has the ability to drive us apart, it also has the power to connect us. Somewhere Yes offers specific and insightful ways of taking apart the identity crisis we have haphazardly put together so that we may belong . . . better.

• | Author: Beat Kaspar Baudenbacher
• | Publisher: Fast Company Press
• | Publication Date: Jul 12, 2022
• | Number of Pages: 376 pages
• | Language: English
• | Binding: Paperback/Design
• | ISBN-10: 1639080112
• | ISBN-13: 9781639080113