Very interesting movie- this time directed at marketing students, rather than critics, which gave it a whole new flavor.
There were a couple of guys in it who I really don't know how they sleep at night- they had a brand, with no products yet, but they were raising money on the idea that once they established their "brand" and their "targets", they could sell nearly anything. I hated them.
The CEO of Swatch was another major focus, and he had some very interesting things to say about his brand definition.
Coming as it did from the marketing side of things, it wasn't very critical of the idea that people define their identity through what they buy, but one of the commentators (who must have had a major Warhol fetish going) did talk about how back in his day, cool people wanted something unique, that wasn't a national brand name, and how the marketing machine has kind of jammed that.