446: Allergic to Brands

Clip the labels off your clothes and put on a World War II replica bomber jacket—it’s time to revisit one of our favorite novels of this century, 2003’s “Pattern Recognition” by William Gibson. It was Gibson’s first book to be set in the present day, and yet 16 years later it still feels like a work of science fiction, with a very modern story about brands and viral marketing and our desperate search to find meaning in a world that may have none. If all you’ve read of Gibson is “Neuromancer”, it’s past time that you visited the post-9/11 world of cool-finder Cayce Pollard, the mysterious internet video clips known as The Footage, the global marketing firm Blue Ant, and a series of increasingly lonely international hotel rooms.