On reading the synopsis, I though this bloke was a really lame, sad person. Who in their right minds is so addicted to brands that he needs to set fire to them in order to 'cleanse' himself? Then again, I do actually know loads of people who can't possibly live without buying Louis Vuitton and what not, so our author, Neil Boorman, isn't alone in his very modern fixation.

Here's the rundown. Boorman realises he's got an unhealthy attachment to shopping and spending on luxury brands. Decides to burn the lot, starts to see a therapist, hires a publicist (!), and gets a book deal (full disclosure: I work for his publisher). He burns everything, and what he's not legally allowed to burn, he destroys with a sledgehammer. At the end of the book, he finds out his girlfriend/wife is pregnant and is learning about unbranded baby care.

Boorman has just completed a year of living without brands, and he's also trying to raise his baby with as little exposure to brands as possible.

With the basics out of the way, here's what I thought of the book. Boorman writes very honestly, he's not afraid to sound shallow. He rolls with the punches. Although I can't really understand why he is the way he is, I can empathise with his struggle.

I like that he has really done his research on the history of advertising and how advertising agencies manipulate consumers, and was absolutely astounded at his list of items to be burned (even I don't own that many shirts). You can see that his personality doesn't change over the course of the book, but he becomes more self-aware, kind of like how someone recognises the 'triggers' when they are trying to quit smoking.

For our budding anti-brand warriors, another book that could be read in conjunction with this is Toxic Sludge is Good For You, another book I read recently about the public relations industry.