ABSTRACT
This chapter looks towards science fiction visions as sources of projective ideas regarding the future of brands. William Gibson is best known, and highly quoted, for his genre-defining novel, Neuromancer, which coined the term and concept of the information universe called cyberspace. The chapter considers the book: William Gibson's novel Idoru. Idoru takes place in 'what can now loosely be called the Bridge sequence of Virtual Light, Idoru, and All Tomorrow's Parties'. In Gibson's future, the digital is becoming embodied. The chapter contemplates the future of brands in technocapitalism and technoculture. It prognosticates brands as future actualizations of entertainment and media descriptions of the future. The 'methodology' or method of prediction comes not from some statistical flavor of argument, not from some mathematical, but instead a cultural extrapolation. The chapter and its method have assumed that science fiction books can help us adapt to and shape our understanding of brands.
