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March 13th, 2017 | Comments Off on Alexis Desolneux: Heresy for Hire | Category: Headline, Interviews
Alexis Desolneux: Heresy for Hire

Once upon a buzz in the conquest of cool, there was a thing called brand hijacking. This was the phenomenon, sometimes frowned upon, of a brand being supposedly inadvertently associated with a certain subculture or movement. Think Pabst Blue Ribbon, Tommy Hilfiger, or Converse Chuck Taylors. It turns on the idea that the image of a brand belongs to the market, not to the company that cultivates that image.
The only antidote is an image so strong that there’s no other way to take it. Over the past several years, Alexis Desolneux and his …