Imaginary (and signficant?) branding

Posted by Rob Walker on January 30, 2010
Posted Under: Imaginary Brands,Things/Thinking

[This is a slightly tweaked cross-post from]

Here’s yet another twist on adding an invented narrative to a seemingly low-value thingamabob:

Designer Matt Brown bought a pack of 15 plastic horses for a couple of bucks. Then he dreamed up a name for each one, then packaging, reconceptualizing his two-dollar purchase as a line of toys, Night Horses, that were introduced in the late 1980s, and flopped.

Hey, remember Night Horses? (No, you don't.)

I love it!

More recently Brown has embarked on another project, turning some toy cars into another failed product line. They’ll be retroactively rebranded as Throttle Dukes. More here.

Throttle Dukes, to be.

Is this more evidence of the “significant objects meme” that my Significant Objects colleague Joshua Glenn has detected? I don’t know.

I like taking things that are basically worthless and neglected and turning them into something that people could enjoy again,” Brown writes. Combine that with my longstanding interest in imaginary brands, and you can see why I’m so into it.

(Via Metafilter, where Brown was referred to as a “design fiction enthusiast.”)

Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments


Add a Comment

required, will not be published

Next Post:
Previous Post: