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So have you heard of this thing called Stuff White People Like? Yeah? Well, stick it in your ear; we’re sick of hearing how great you think it is. For a full accurate take on how we (meaning just me) feel(s) about it, see The New Republic article by Adam Sternbergh: “But if this blog is such a piquant satire of white liberal cultural mores and hypocrisies, then why do so many white people like Stuff White People Like?”

Again, we quite agree with Gawker’s assessment that SWPL is dead, partly by overanalyzing by wonkish, humorless reporters looking to make a name for themselves with overly-earnest “think” pieces on race in America and partly by the site’s own hand. As Gawker notes, a far more subtle but much more on-target satirical take-down (and thusly less popular) site exists: White Whine. Read it.

But here’s the really interesting thing about White Whine. From a branding and marketing perspective it is a treasure trove of perceived brand identify.

I went through the most recent 50 “whines” and found the following brands, all used to varying degrees of positive/negative:

  • Trader Joe’s
  • Maxwell House
  • Cremora
  • FreshDirect
  • J-Crew
  • Zappos
  • Amazon
  • iPhone
  • Fruit of the Loom
  • Threadless
  • American Apparel
  • Microsoft
  • Firefox
  • Diet Coke
  • Landrover
  • Honda
  • Airborne
  • HBO
  • iPod
  • Papa John’s
  • Whole Foods
  • Wii
  • Vitamin Water
  • Bellagio
  • Barnes and Noble
  • Fed Ex
  • Men’s Health
  • publix
  • Wachovia

Moreover, it seems that almost every other whine is, in one way or another, about being a consumer. What does that say about what white people like? Or maybe, who white people are, whether they like it or not?