Marie-Claude Sicard (auth.)'s Brand Revolution: Rethinking Brand Identity PDF

By Marie-Claude Sicard (auth.)

ISBN-10: 1137019492

ISBN-13: 9781137019493

ISBN-10: 134943731X

ISBN-13: 9781349437313

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Sample text

And finally, factories. And these factories in turn built boats and steam engines, and then automobiles, but also stoves, iceboxes, carts, and machines. Thousands of machines—sewing machines, typewriters, calculators, weaving machines, soldering irons, hole-punchers—machines to do everything faster, better, and for less than by hand. IN THE BEGINNING WERE THE ROCK BRAND AND THE MACHINE BRAND In this context, there’s nothing surprising about the fact that the symbolism and imagery surrounding brands started by borrowing from architecture and industry, together or separately: this is what I described10 by sketching a lineage that went from the rock brand to the edifice brand and then to the motor or machine brand.

Why? Because the “person” is just that: any old individual, and thus banal, or else (at least in French) an absence. 21 Narcissus, as we know, by dint of admiring his image reflected in the river, fell in and drowned. The myth’s “lesson” is fairly clear: when the hyperindividualist looks to the horizon, all he sees is himself, and this tête-à-tête with oneself inevitably proves fatal. 22 But there may also be solutions that come “from within” in a certain sense. We are persuaded— although it’s a rather recent conviction—that we are structured internally by something like a framework, a sort of psychological skeleton that makes us into a unique and autonomous human being, and that we call identity.

A. Aaker, one of the most well-known marketing professors and consultants on the subject. ” The notion of brand identity is nowhere to be found. ■ In the second, Building Strong Brands,19 the same principle is at work: on the back cover, a summary in three parts of unequal importance. The second, in the middle, is by far the one that takes up the most space. ” The two books were published five years apart. ” Where did it come from? It’s a mystery. How did the author come to develop this concept?

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Brand Revolution: Rethinking Brand Identity by Marie-Claude Sicard (auth.)


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