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Brands are useful ways of short-handing practically anything - look at the way Tom Wolfe first used brand name lists to sharpen up a character and a situation. Look at the most brand-referenced novel, Bret Easton Ellis's 'Glamorama.

Peter York

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Peter York
Age: 82
Born: 1943
Born: January 1
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There is an interior style we intellectuals and design policy wonks know as Haut Euro Pooftastic, which really takes the biscuit.
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The newsprint thesp celebrity interview as a middle-brow art form suffers from desperate overproduction. There'll be at least 10 in the broadsheets today and every Sunday hereafter.
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Pop managers are fixed in the dramatic stock character repertoire too, ever since the first British pop film musical, Wolf Mankowitz's 'Expresso Bongo' of 1959, with Cliff Richard as Bongo Herbert and Laurence Harvey as his manager. The key components were cast as X parts gay, X parts Jewish and triple X opportunistic.
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Global new money has houses everywhere, and serious helicopters, it doesn't aspire to the Miss Marple life of St. Mary Mead.
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All brands, whether high-ticket luxury ones such as Cartier or Rolls-Royce or 'masstige' ones with luxe-y overtones but altogether more affordable, all want to grow. Even brands that may have started in a modestly niche design and lifestyle fashion can find themselves under pressure to go global or to sell out at the top.
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I often find myself worrying about celebrities. It's an entirely caring thing it's not like the people who commission those photographs with cruel arrows to go on the covers of the celebrity magazines. The photographs show botched plastic surgery, raging eczema, weight gain and horrible clothes for maximum schadenfreude.
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Haagen-Dazs (a clever Scandi-sounding name invented by Americans in 1961) was bought for its Euro-sounding sophistication by the kind of Americans who first bought those Mercs and Beemers, while Ben & Jerry's (now owned by Unilever) brought a post-hippy sensibility to bear. Buyers saw the brand as saying 'all-natural, organic and Fairtrade.
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Kate Middleton's a pretty girl who sounds nice.
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It's just as well that I write in the same facile way wherever I am - no blocks or anguish, no contemplation, no elaborate revision, no need for love-tokens or nice views.
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When I hear about something allegedly happening in the world I always ask: who is doing it? Trends break out because they're based on real demographics, like there being fewer nuclear families or more people living alone. If 10 people in Shoreditch are doing it, it's a 10-minute fad.
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People are fretful about lifestyle retailing because the idea that anyone's immortal soul and deepest longings can be quite so readily anticipated and consolidated with several hundred thousand other like-minded types is worrying.
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Marmite - like that other little black-jar job, Bovril - is so much a Mark 1 staple-of-Empire brand, so much part of the Edwardian world of enamel advertising signs, the history of grin-and-bear-it industrial food.
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Men turn to formal wear when they want a new job or when they think their current one is in danger. They try to present themselves as powerful and successful.
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Rock and roll is the hamburger that ate the world.
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The White Company offers its loyalists an altogether better, whiter world. The White people have edited out any colours that aren't white, off-white, milk chocolate, grey, taupe or black. They can't be doing with Johnnie Boden's cheery Sloane jokes, his spots and stripes, his occasional 'if it's me, it's U' loud colours.
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Like lots of baby boomers, I was brought up on archaic anthropomorphism. Upstanding Christian dogs. Rabbits with family values. Because the ancient texts and pictures were sacred - Potter, Milne and the rest. Even concerned parents who knew Freud and Jung never saw the contradictions in feeding us on them.
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Decorators never quite saw the point of massing books. Books brought colour to a room and filled it up, but shelves bearing just one thing struck them as a decorative display opportunity tragically lost.
Peter York
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Fashion people think that the careful Nice companies are boring beyond measure. (Nice people think fashionistas look silly and should Get A Life).
Peter York
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I can't actually read interviews with thesps now because they're almost always fantastically predictable, the men especially. Actors are forever stressing their ordinariness, their beer and football-loving commitments.
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Celebrity poverty, that's the hidden scandal in Blair's Britain. You can't help but worry for them. A girl I knew developed X-ray eyes for celebrity sorrows. She taught me to read the subtext of the down-market celebrity interview, she knew all the Hollywood codes, and followed the deep backgrounds.
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