Bonfire of the brands - Neil Boorman

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What would you do if you woke up one day and thought, ‘I literally have no idea who I am?’ For Neil Boorman, the answer seemed simple: light a bonfire and burn the entire contents of your life.

Extreme? Perhaps. But as a self-confessed brand-aholic, Neil’s mission to cleanse himself of his consumer hell is an honest piece of self-inspection.

Far from the critical stance of his brand-bashing contemporaries (take a bow, Ms Klein), Boorman’s deep honesty unravels a sad truth not just about society, but about you and me and our heavily branded asses.