Everything people are capable of imagining is vulnerable to its pressures. Theological brands fought over like cheap thongs in a Wal-Mart bargain bin.
Jesus was first and foremost a revolutionary opposed to Herod’s abuses, alienated, suffering between his ears.
Long flowing granny dresses were popular with women, and rimless granny glasses with both men and women.
Hippies commonly took up communal or cooperative living arrangements, and they often adopted vegetarian diets based on unprocessed foods and practiced holistic medicine.
They favoured long hair and casual, often unconventional, dress, sometimes in “psychedelic” colours.
Many males grew beards, and both men and women wore sandals and beads.To a nation on the brink of civil war, their progressive ideas challenged authority—slavery was wrong, disobedience was an antidote to meddlesome governance; the interior life and the quest for peace were important aspects of existence.Coaxed on by the best their publishers could muster, public relations won. An important movement became—prior to the word entering the American lexicon—branded.As with previous actors of countercultural expression, the Beat Generation suffered a litany of predictable misunderstandings during its takeover by the marketers.By formulating and propagandizing the cultural wars that persisted in the United States in the 1950s, and by answering the questions the cultural mediators themselves framed, businessmen formulated the next stage of the holy matrimony of capital and the counterculture—willing writers and their partners—money and fame—standing at the altar exchanging vows.The essay strengthened the movement and battled intellectual stasis.The branding phenomenon in its sociological, alt-everything context, is a dialectical exercise.Our editors will review what you’ve submitted and determine whether to revise the article.Join Britannica's Publishing Partner Program and our community of experts to gain a global audience for your work!The collective voice of a generation, embodied by Ginsberg, Kerouac, William Burroughs, et al, emerged as a cultural alt-brand by design.Capitalists, who recognized the writers’ talents and potential value, activated a standby method to exploit them.