The founder and his brand: plastic semiotics, semi-symbolism, and the amalgamation of corporate and private identities in the anti-ageing wellness market
Through the analysis of two brands in the health, wellness, and longevity sector — Bulletproof and Primal Blueprint — this article examines the amalgamation of brand identity and the lifestyle ideologies of the founders, creating a “total lifestyle” that exceeds the consumption of commodities. The...
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| Format: | Article |
| Language: | English |
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Universidade de São Paulo, Letras e Ciências Humanas
2023-08-01
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| Series: | Estudos Semióticos |
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| Online Access: | https://www.revistas.usp.br/esse/article/view/206902 |