Coats, Matthew (2025) The Brand New Future, Bob Sheard (2025). Fashion, Style & Popular Culture. (doi:10.1386/fspc_00365_5). (In Press)
Record type:
Review
Abstract
A critical review of Bob Sheard’s The Brand New Future, exploring its narrative of branding as visionary leadership. While persuasive, the book’s omission of production ethics and infrastructural systems exposes the need for design futures grounded in material reality and critical pedagogy.
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Review_TheBrandNewFuture_MatthewCoats
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Accepted/In Press date: 21 May 2025
Additional Information:
Sheard, B. (2023). The Brand New Future: How Brands Grow, Scale and Stay Relevant. London: LID Publishing. ISBN 9781917391283.
Keywords:
fashion education, branding, narrative ethics, creative industries
Identifiers
Local EPrints ID: 505054
URI: http://eprints.soton.ac.uk/id/eprint/505054
ISSN: 2050-0726
PURE UUID: 38be5847-43d4-467f-9ec8-b35c177f290b
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Date deposited: 25 Sep 2025 16:46
Last modified: 11 Nov 2025 03:05
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Author:
Matthew Coats
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