Building a Brand on the Romance of Artisanship

February 15, 2012

By David Walker

© Tadd Myers

Chuck Lee is a banjo maker in Texas who Tadd Myers photographed for his "American Craftsman" series. To see more images from the series as well as an ad inspired by it, click on the Photo Gallery link below.

Tadd Myers has traveled the country documenting woodworkers, boat builders, blacksmiths and others who earn a living with their hands. The project taps into romantic notions of self-reliance in hard economic times, and celebrates the pride of artisanship in an era of cheap, disposable consumer commodities. Not surprisingly, some advertisers are eager to associate their brands with the virtues of...

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