brands
This tag is associated with 2 posts
Desire, Icon, Fetish, and Discrimination
Over the last couple of days, I’ve been mulling over the perception of quality in pop culture things. Starting from the base in Wood’s “How Fiction Works” (cannot get that book out of my way of understanding the world, now that it is there), that things with a “single register” are less rich to ‘read.’
I think that there is a connection in that notion to Bourdieu’s ‘doxa’ description (from Outline of a Theory of Practice) in that the use of a ’single register’ implies either a choice or an unawareness of the full range of possible registers. So, the producers of “America’s Got Talent,” for
DMI 2006 on Brands & Longitudinal research
At brand conferences, the usual case story goes approximately like this: 1) first, look how bad this was. 2) Next, the thoughtfully arrived at new strategy. 3) then usually there’s story about the tussle with the client or a sr. manager or an outside agency, and then, fourth and finally, here’s how spectacular the new brand looks.
Often these are great stories. Inspiring. Fabulous work. But as the theme of this conference suggests, there also seems to be something missing—the need for innovation is real. I’m going to talk today about some of the changes in first, perspective on what brands do, and second, in the way we approach research,
Ethnography and the Corporate Encounter: Reflections on Research in and of Corporations (Studies in
Melissa Cefkin, Editor
The Art of Seeing: An Interpretation of the Aesthetic Encounter
Mihaly Csikszentmihalyi, Rick E. Robinson
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