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Acknowledgments ix
Introduction: Branding the Authentic 1
1 Branding Consumer Citizens: Gender and the Emergence of Brand Culture 15
2 Branding the Postfeminist Self: The Labor of Femininity 51
3 Branding Creativity: Creative Cities, Street Art, and "Making Your Name Sing" 91
4 Branding Politics: Shopping for Change? 125
5 Branding Religion: "I'm Like Totally Saved" 165
Conclusion: The Politics of Ambivalence 211
Notes 223
Index 259
About the Author 266
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