By Nicholas Ind
Научный взгляд на современный брендинг: философия и теория брендинга. Влияние новых общественных ценностей на мир брендов.
"... it's the view of the writers of this publication that after companies account for fifty one of the biggest a hundred fiscal entities on the planet, not just should still branding have a much wider social point of view, it needs to achieve this whether it is to have persisted relevance.
Business has to have a human viewpoint in order that it merits humans instead of manipulates. It should be obvious and open whether it is to beat suspicions of duplicity.
We argue for an extended time period, people-centric view that stresses substance over hype. it will aid to revive credibility and belief for manufacturers. it is going to re-affirm the mutual dedication of the employee/employer dating. it's going to provide strength to the patron. and it'll rigidity the pre-eminence of the real shareholder over the speculator.
These are this sort of attributes we'd anticipate of a state country and more and more we think them of companies. enterprise can't imagine a place of dominance and not using a concomitant assumption of accountability. via ignoring those components, we'll face extra protests from those who think the specter of overweening company strength.
By accepting them enterprise may have a useful impact and aid resolve (perhaps greater than govt) one of the most hard difficulties on the planet, whereas nonetheless making money. To get there, businesses should comprise into their manufacturers a broader definition in their audiences and should need to undertake values that advertise a human concentration, authenticity, transparency and integrity. and they're going to even have to undertake measuring structures that concentrate on reaping rewards not only monetary audiences...
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And branding lies at the heart of them. So to suggest that somehow brands are ‘bad’, to be ‘against brands’ or to predict the ‘death’ of brands is simply absurd. If we did not have brands, we would have to invent them. To the same degree, however, when we say brand narcissism destroys the fundamental win–wins at the heart of branding, we are not making a trivial point. What, then, are the causes of brand narcissism and how can these causes be tackled? LOOK AT ME! MARKETING There are four main causes of brand narcissism: structural, operational, motivational and methodological.
It helps to get peace issues on the agenda as it did by awarding the prize to Aung San Suu Kyi in 1991, which led to the UN condemning Burma’s military regime. And it acts as an incentive for laureates to achieve more – as was clearly the case with the 2002 laureate, Jimmy Carter. It is the prize as a brand that gives it this transformational quality. It confers moral authority on its winners. If the prize did not enjoy widespread recognition, a reputation for integrity and impact on the emotional needs of people, it would not have this capacity.
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Beyond Branding by Nicholas Ind