Using fascinating profiles of companies and products old and new, including Red Bull, the iPod, Timberland, and American Apparel, New York Times "Consumed" columnist Rob Walker demonstrates that modern consumers are likely to embrace marketing and use brands to craft and express their political, cultural, and even artistic identities. Combine this with marketers' new ability to blur the line between advertising, entertainment, and public space, and you have dramatically altered the relationship between consumer and consumed. Winner of a 2008 Salon Book Award.