Branded is, if nothing else, interesting and somewhat insightful. I felt that the book's premise and argument was, well, simplistic (consumer identity is a driving factor in teenage and tweenage lives? Wow, I had NO idea!!)

To be fair, the book did cause me to think a little more sensitively about my own engagement with brands, and it reminded me that most brands have such a short lifespan anyway. This book was published in 2003, during the height of my teendom, and even I have a hard time recalling brands and celebrities that are discussed are the "big thing" in 2001/2002 parlance. (JT Leroy? Who's that?)

Though I think this book is preaching to the choir, for the most part, it's a good quick read. I look forward to passing it along! ( )

Branded is an insightful look into the world of advertising to children. It explorers the lengths companies will go to get the money from this lucrative 'market'. Very disturbing and frustrating for anyone with kids. ( )