By Celia Lury
Manufacturers are all over: within the air, at the high-street, within the kitchen, on tv and, even perhaps in your ft. yet what are they? the emblem, that time of connection among corporation and patron, has turn into one of many key cultural forces of our time and essentially the most vital automobiles of globalization. This ebook bargains a close and leading edge research of the logo Illustrated with many examples, the ebook argues that manufacturers: * mediate the provision and insist of goods and companies in an international economic climate * body the actions of the industry by means of functioning as an interface * speak interactively, selectively selling and inhibiting communique among manufacturers and shoppers * function as a public foreign money whereas being legally safe as inner most estate in legislations * introduce sensation, characteristics and have an effect on into the quantitative calculations of the industry * arrange the logics of world flows of goods, humans, photographs and occasions. This publication should be crucial interpreting for college students of sociology, cultural reviews and intake.
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Extra info for Brands: The Logos of the Global Economy
In relation to business, this is an approach which proposes that companies should acknowledge their ‘strong social influence on a society’s sense of purpose, direction and economic growth’ (Hart, 1998:213). : 213–214) Outside business, it has involved a tendency for ‘non-business’ organisations such as universities, political parties, charities, football clubs, voluntary and campaigning groups (see Szersynski, 1997) places, and individual people to be presented as brands. As Cochoy (1998) notes, social marketing is oriented towards fundamental research, towards the study of the consumer for his or her own sake as it were, rather than towards the study of the consumer for the optimisation of markets.
Instead, the suggestion is that the brand is the organisation of a set of multi-dimensional relations between products or services, a set of relations that is the site of statistical testing and qualitative experimentation, subject to the rapidly changing pressures of intensive mediation, stylisation and practices of commercial calculation. , 2002). It is not simply an add-on, a mark to identify an origin that is fixed. Instead, it is an abstract machine for the reconfiguration of production. Once the brand is developed in this way, it is able to function as a medium for new product or new service development.
The imagining, mapping and anticipation of this dynamism provide the basis for new forms of competition and control in the workplace. So, for example, the creation of the taste pyramid (Mort, 1996), market niches, and taste groups by marketers provided a constantly shifting set of new resources not only for product innovation but also for the management of employees. In recounting the history of Philips, a designer suggests that the company has moved from meeting the needs of people relating to the lower rungs of Maslow’s scale—food, shelter, work—to those concerning the higher levels, such as selfactualisation and cultural well-being (Marzano, 2000:59).