Celebration, Florida. Their inspiration, they're brand image is the all-American family....

Naomi Klein: When I was researching the takeover of public space when I started off I thought, "Okay, this is just advertising. We've always had advertising. It's just more advertising". But what I started to understand and what I understand now is that branding is not advertising; it's production. The very successful corporations, the corporations of the future do not produce products. They produce brand meaning. The dissemination of the idea of themselves is their act of production. And the dissemination of the idea of themselves is an enormously invasive project, so how do you make a brand idea real? Well, a good place to start is by building a 3-dimensional manifestation of your brand. For a company like Disney, it goes even further where it's actually building a town: Celebration, Florida. Their inspiration, they're brand image is the all-American family. And this sort of bygone American town. And that's where you see the truly imperialist aspirations of branding, which is about building these privatised branded cocoons. Which maybe you start by shopping in and then you continue by holidaying in but eventually, "Why not just move in?" Jeremy Rifkin: What happens if we wake up one day, and we find out that virutally all of our relationships that are mediated between us and our fellow human beings are commercial? We find out that virtually every relationship we have is a commercially arbitrated relationship with our fellow human beings. Can civilisation survive on that narrow a definition of how we interact with each other?