Revolutionary Branding

by

checola

I remember the first time I saw that famous photograph of Che Guevara.  It was in the liner of notes of a Rage Against the Machine album.  I was 15 or so and had no idea who he was, what he had done, why he was famous, but I immediately liked him.  There’s just something about that photo that makes you idolize–and idealize–him without knowing anything about what he stood for, what he meant.   I’m older now and I know better, but sometimes when I see that image there’s a part of me that still feels a little bit of that old romantic revolutionary spirit, that tingle –especially when it’s giggly down a runway on Giselle’s rear end.

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In Che’s Afterlife, Micheal Casey “traces how Korda’s photograph became one of the most widely disseminated images in the world, how Che went from being a symbol of resistance to the capitalist system to one of the most marketable and marketed brands around the globe, how the guerrilla fighter became a logo as recognizable as the Nike swoosh or McDonald’s golden arches.”

(from NYT)

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One Response to “Revolutionary Branding”

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