Brand Society: How Brands Transform Management and Lifestyle

Half-title......Page 5
Title......Page 7
Copyright......Page 8
Dedication......Page 9
Contents......Page 11
Figures......Page 12
Preface......Page 13
Acknowledgements......Page 19
Part I Brands and branding......Page 23
Brand cosmogony......Page 25
‘The century of the self’: a short genealogy of the past......Page 28
ING: a short theory of the present......Page 32
The brand axis: organizing consumption and production......Page 34
Managing consumption......Page 36
Managing production......Page 42
The brand as interface......Page 44
The Deloitte brand......Page 46
‘Make things as simple as possible, but no simpler’: the brand box......Page 52
Brands as managerial tool......Page 54
Brands as corporate catalyst......Page 58
Brands as sign......Page 62
Brands as media......Page 67
Instead of a definition......Page 70
Market economy......Page 71
Economy of qualities......Page 73
Advertising......Page 75
Economists of quality......Page 78
Inside the black box......Page 82
Practice of advertising......Page 86
Performing brands......Page 88
Myth of creativity......Page 93
Performing magic......Page 95
Consequences......Page 98
Postscript: media buyers......Page 102
Part II How brands transform management......Page 107
Trailer I......Page 109
City brands......Page 110
The Edinburgh ‘Inspiring Capital’ brand......Page 112
The making of identity......Page 116
Identity after Plato......Page 117
The identity paradox......Page 119
Why Plato, identity theorists and brand gurus are wrong......Page 121
Things and words......Page 123
Identity and change......Page 124
Performing brand identity......Page 126
Power......Page 128
Brands as stories......Page 129
Image, identity and brand......Page 133
Pathologies......Page 134
So what?......Page 135
Brand = behaviour......Page 137
Management, culture and brands......Page 138
Brand culture......Page 141
Managing meaning......Page 142
Managing the recruitment revolution: the employer brand......Page 145
Living brands......Page 147
The trouble with strong cultures......Page 149
Reframing brand culture......Page 153
Creative consumers......Page 154
Brand communities......Page 157
Brand tribes......Page 162
Engaging internal cultures and external communities: the co-creation of value......Page 164
Summary......Page 166
Playing with LEGO......Page 169
LEGO’s innovation engine......Page 171
Out of control?......Page 175
Innovating innovation......Page 180
C2C......Page 183
Democratizing innovation......Page 184
Innovation and brand communities......Page 189
Interactivity or interpassivity?......Page 191
An open end for open innovation......Page 194
Part III How brands transform lifestyle......Page 195
Trailer II......Page 197
Performativity......Page 198
Myth of the production era......Page 200
Consumer engineering......Page 201
Discovering the ‘inner Joneses’......Page 204
Inventing lifestyle......Page 207
Losing the privacy of our minds?......Page 212
Branding life, governing people......Page 213
Power brands......Page 218
Where to from here?......Page 222
Two schools of thought......Page 227
Why brands liberate......Page 228
Why brands incarcerate......Page 233
Who’s right?......Page 239
Travelling on the diagonal......Page 242
Subjectivities......Page 245
Cultures......Page 249
Worlds......Page 253
From ethics to action......Page 257
Large Glass......Page 258
Pop art......Page 261
Real aesthetics: objects as art......Page 264
Actual aesthetics: brand experience as Gesamtkunstwerk......Page 265
Virtual aesthetics: digital worlds......Page 270
Brand aesthetics......Page 275
Aestheticization of life......Page 277
Style......Page 280
The paradox of style......Page 281
Lifestyle......Page 285
Management......Page 289
Disclaimer......Page 293
References......Page 295
Index......Page 314