Download Brand Society: How Brands Transform Management and Lifestyle by Martin Kornberger PDF

By Martin Kornberger

Manufacturers are a fait accompli: they characterize a mountain variety of facts looking for a conception. they're much exploited, yet little explored. during this publication, Martin Kornberger units out to rectify the ratio among exploiting and searching through sketching out a idea of the logo Society. such a lot makes an attempt to provide an explanation for the function of manufacturers specialise in manufacturers both as advertising and administration instruments (business standpoint) or a signs of consumerism (sociological perspective). model Society combines those views to teach how manufacturers have the ability to rework either the firms that advance them and the life of the people who devour them. This holistic process exhibits how manufacturers functionality as a medium among manufacturers and shoppers in a manner that's speedily reworking our economic climate and society. that is the base line of the emblem Society: manufacturers are a brand new approach of organizing construction and coping with intake. utilizing an array of functional case reports from a various set of companies, this publication offers a desirable account of how within which manufacturers effect the lives of people and the enterprises they paintings in.

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Additional resources for Brand Society: How Brands Transform Management and Lifestyle

Example text

At Deloitte we understand our brand as an open platform. com is an open forum about working at Deloitte. People can put comments online – as you would expect, some The Big Four accounting firms that operate globally are Ernst & Young, PricewaterhouseCoopers, KPMG and Deloitte. 1 26 Brand Society are quite critical, others are fun. ‘Greendotlife is very much a case of ­control by the people,’ David explains. ‘And it’s out of our control. We’re not even sure who set it up, but it is amusing and very edgy.

While interpretations can be channelled and corrected, control is never rendered perfect. Hence the brand is a (more or less) open platform, an arena in which different people with different interests negotiate the meaning of the organization. Finally, as a field of practice, branding is young; like youth it is frisky yet often bemused and bewildered. For David, the lines between the brand, culture, identity, communication, strategy and marketing are blurred. Just as in surfing, he’s riding a wave that does away with old categories.

Hence the brand is not just the mythology of a product but also the tool companies use to manage their internal organization. Managing consumption As so often in life, it might be easier to agree on what brands are not than what they might be. First, they are not mere packaging or sugar-coating. 16 Reich, 2008. This argument is at the core of Majken Schultz and Mary Jo Hatch’s work on corporate branding – see Hatch and Schultz, 2008. 17 15 Introduction: the brand society At ING, the brand has very real effects on the structure and strategy of the ­organisation; while the brand might be seductive, it would resemble gross negligence to put it aside as mere rhetoric.

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