Nice article in the Economist about Post Modernism
Many brands have been developed by people who were brought up on the idealism of the 1960s, post-modernism’s heyday. Entrepreneurs such as Virgin’s Sir Richard Branson and Body Shop’s Anita Roddick bring an emancipatory, anti-corporatist tilt to their business. Modern marketing has consciously co-opted the tools of post-modern “discourse” to sell more stuff. Brands such as Nike explicitly adopt rebellious attitudes in their advertising campaigns. Thus capitalism employs the critique that was designed to destroy it.