In a neoliberal, market-oriented society where traditional welfare is minimized,
looked down upon and seen as obsolete, it is no surprise that political
entrepreneurs, market-actors, corporations, ad-gurus and brands are playing
energetic roles as the new welfare creators and welfare experts and are generating
unexplored linkages between brands and welfare. In order to feed off the world of
welfare and still maintain legitimacy and grow in
popularity, brands need this to be an utterly cool thing – that’s why brands need
2014. Vol. 14, no 1, 109-17 p.