Monday, August 20, 2007
Brand This Martha!
I think I'm going to rename my shiny metal ass MarThaStewArt and apply for a trademark. At least that's how I felt after reading that Martha Stewart's company Omnimedia has applied for a license to trademark the name of del Grosso's old home town of Katonah.
I don't personally dislike Martha Stewart who seems to be about as fine and honest as any convicted felon that I have ever known. But it ticks me off that she seems to think that she can own the name of a town and use it to brand what, tote bags, bed sheets and glue guns?
Of course, what she's trying to do is part of a larger and even more annoying trend in American culture to commodify and brand and sell everything that used to be free or merely generic and without a distinct brand identity.
Does anyone remember when a bottle of water was merely a bottle of water and not a lifestyle enhancing adjunct with names that evoke the slopes of Kilimanjaro or a sibilant spring in the garden of Bathsheba? (Who, by the way, looks pretty hot!) And when was the last time you saw a lemon or a banana without a brand name on it?
It's bad enough that all media is polluted with lifestyle experts and celebrity chefs who try to stamp their brands on everything from home decorating tips to recipes for bananas Foster (BAM!) but Martha Stewart's Katonah? I don't think so.
Aerial view of Martha's property in Katonah taken from The Planet Express.