The provided text, an academic article by Douglas B. Holt, constructs a dialectical theory to explain the emergence of a powerful antibranding countercultural movement that targets successful, highly branded companies. Holt challenges older theories of consumer resistance, which view marketers as "cultural engineers" dictating consumer desires, by arguing that this perspective is outdated and fails to account for contemporary market dynamics. Through an examination of consumer case studies and a historical analysis, the author posits that the current "postmodern branding paradigm" is rooted in the pursuit of "personal sovereignty through brands," where companies aim to present their brands as authentic cultural resources. However, this pursuit has created new "postmodern contradictions" like authenticity extinction and the sponsored society, which are fueling the very antibranding sentiment the industry is struggling to contain. The article concludes by projecting a future "post-postmodern branding paradigm" where brands will need to act as trusted "citizen-artists" to regain consumer confidence.
