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Prior to becoming a personal trainer, Brandon was a varsity athlete at the University of Texas and a fashion model in New York City

Holders became a handy theatrical prop for business and political confrontations as much as a fashionable branding tool of social sophistication among celebrities and within elite circles. The books four chapters focus on tobaccos journey from the New World to the Old

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As demonstrated by industry-sourced segmentation analyses, for example, companies divide smokers into broad groups based on personal characteristics and strategise on how to adapt their products to increase attractiveness for these imagined communities.13 Linking tobacco products with the hallmarks of the digital age, such as social media and innovative technologies, seems to have become a marketing goal for a number of tobacco companies.46 Indeed, several studies have hypothesised that the use of mobile phones and smoking may be connected (either as complimentary or competing behaviours) in light of the fact that these products may provide users with opportunities for identity formation and rebellion.79 Drawing from a larger study of top selling international brands, we report three illustrative case studies which underscore a recognisable pattern of digital culture in package design

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