What do Bono, Seinfeld and Apple have in common? Nothing. However, it''s the nothing of Samuel Beckett, which is something. Bold and provocative, Beckett''s works and even his image are a potent force in modern society. Shoes, marketing, baby names--all fall under his spell.

This collection of new essays (one exception) finds him incorporated into virtually all aspects of popular culture--television, popular fiction, movies, tattoos, even sports--in a manner that seems to defy classifying. Is it image-making or image-taking? Why is our culture so obsessed with an obscure Irish writer most people have not read? Each essay provides a unique appraisal of Beckett''s branding.