In an interview a few days ago, Andrew Rosen – former CEO of Theory, a fashion brand – says that “the future leaders of fashion companies are going to be marketers, not merchants, merchants being “the guys that understand how to put everything together and tell the story.” Hubertus Bigend, the antihero of this novel, and CEO of advertising company Blue Ant, says something similar: “Far more creativity, today, goes into the marketing of products than into the products themselves, athletic shoes or feature films.”
The novel published 16 years ago, one might think Gibson visionary, but Rosen in the same interview says his father identified change already in the mid-70ies, “because that was when designers, and designer-identified products, became the most important things in the business, not manufacturing companies”. In the early 90ies, grim comedian Bill Hicks took on the pernicious power of advertising and marketing too, in a famous stand-up routine.
All this not to say Gibson wrote an irrelevant novel, on the contrary, Gibson wrote a novel that is very much of these times, dealing with topics – branding, globalization, originality, monoculture – that define big parts of our contemporary lives. It then doesn’t surprise that the Wikipedia page on Pattern Recognition is quite long, and even has quotes from postmodern theorist Frederic Jameson on the novel. Yes: Gibson is that kind of powerhouse, the kind that attracts the attention of a powerhouse like Jameson.