brand meaning

Ghost in the Machine

Toyota's latest crisis illustrates a problem that will continue to plague multinational businesses: what does "the brand" stand for when there's seeming limitless breadth, depth, and variability to corporate activity?

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Branding No-Brand Brands

Street fashion designer Rick Klotz has announced that he's going to forsake any brand logos or names on his Freshjive products next year. Is it an anti-branding move, or something more?

I say something more.

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The Fatwa on My Head

by: Jonathan Salem Baskin

You probably haven't caught wind of it, but some brand traditionalists have issued a fatwa on me. It's quite a compliment, really, and kind of comforting that I don't rate the scrutiny of a Salman Rushdie. But they're still pissed off, and they wish me dead.

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Memo to Blockbuster's Agency

by: Jonathan Salem Baskin

To: Bob Chimbel, DDB Entertainment
cc: All Innovative Ad Execs Throughout the Cosmos

Congratulations on winning the Blockbuster account, and on using it as the prompt to pull together all of your far-flung entertainment-related units into a single shop-within-Omnicom in Dallas.  

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Managing Brand Meanings - An Anthropological Perspective

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Social Networks, Sub-cultures and Brand Meanings

by: Idris Mootee

Very
interesting thread this week. Morgan, I know this topic is your cup of
tea as an anthropologist. Your analysis is both precise and well
grounded when you wrote that the social network generation is a new
breed of subculturalist. And just as subculturalists were the creative
class of brand dissemination and modification and alteration and
transformation in the past, so too will the SNS crowd be in the days
ahead.

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Advanced Brand Strategy Masterclass Week 3 - Luxury Brand Marketing

by: Idris Mootee

Since
we have great momentum on the debate on this subject, this is the
perfect time to introduce next week's module - Managing Luxury Brand.
The topic of "Brand Meaning"

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CMO Stands for Chief Meaning Officer

by: Idris Mootee

Here
is a question ...is it corporations, who by their ad campaigns ultimately
determine what consumers want? Or is it consumers, whom producer must
satisfy in order to stay in business? Or as Flavio puts it "Beware of

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The Transformation of Luxury Brand Marketing

by: Idris Mootee

There are many good postings to share:

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Brand Vision - Is It Only about Winning Market Shares?

by: Idris Mootee

Should
the brand vision be limited only to the business? Is there a different
way of thinking about a brand vision? Patragonia was the first one that
came to my mind, I know it's the same case for Bart. "Their
environmentally based brand vision is very visible in everything they
do." according to Bart. I am in full agreement. A brand vision needs

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