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A journal for storytelling, arguments, and discovery through tangential conversations.
Diversity is a narrow achievement 
Wednesday, January 20, 2021 | Cinthia Arias Auz
As we know them today, branding strategies have moved through several stages of transformation. From advertising new inventions in the mid-nineteenth century and supplying proper names for generic goods to helping corporations find their soul in what writer Naomi Klein refers to as the “brand essence.”1 According to Klein, in the late eighties and early nineties, students were fighting a battle over issues of “representation,” which she defines as “a loosely defined set of grievances mostly lodged against the media, the curriculum and the English language.” However, she elaborates that corporations did not see students as the enemy but as a brand-content source to produce a “new identity.” Corporations managed to assimilate the urgent call for representation and mass-produced diversity as a result. All the social struggles that students advocated for quickly became a continuous supply of content for the branding giants who turned themselves into instant allies to every cause under the sun. There is nothing branding cannot touch. It learns new gimmicks and develops a shallow conscience in the name of revenue.