The Philosophy Of Branding

Praise and Reviews `Thom Braun`s mission, in this eclectic and readable book, is to get us thinking and, whether he`s relating Plato to Persil or Descartes to Diet Coke, that`s just what he does. No marketer will think about their job in the same way after reading this. Enjoyable and thought-provoking` James Thompson, Senior Vice President, Marketing, Diageo, North America `Thom Braun, The Thinking Man`s Brand Manager, has created a whole new sizzling discourse on branding which provides a terrific antidote to the anodyne filler of standard business texts. Armed with brains and a little Braun, brand managers can become brand leaders.` Paul Walton, Chairman, The Value Engineers `An original and witty reminder that the most successful brands are driven by talented thinkers.` Simon Clift, President, Marketing, Unilever Home & Personal Care `At last, a brand book with a big idea. Braun`s entertaining distillation of some of the greatest thinkers of the last 3,000 years offers provocative yet practical conclusions on how we should rethink managing our own brand. A wonderfully fresh and stimulating read.` Adam Morgan, author of Eating the Big Fish `A thoroughly stimulating and enjoyable read. By looking at brands and branding through the lens of Western philosophy, Braun helps us review afresh some of the fundamentals of marketing.` Jim Carroll, Deputy Chairman, BBH London In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the worlds greatest Western thinkers... Heraclitus Socrates Plato Aristotle Descartes Spinoza Leibniz Locke Hume Rousseau Kant Hegel Nietzsche Wittgenstein Popper ...to reveal what they might say about branding if they were alive today. Filled with contemporary examples, pragmatic insights and summaries of each philosopher's "top tips" , this elegant and witty book will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking.

The Philosophy of Design is an introduction to the fundamental philosophical issues raised by the contemporary practice of design. The first book to systematically examine design from the perspective of contemporary philosophy, it offers a broad perspective, ranging across key philosophical areas such as aesthetics, epistemology, metaphysics and ethics. The first part of the book explores central issues about the nature of design and its products, and the rationality of design methods. A central theme is that Modernist ideas, such as those offered by Loos and Gropius, provide important responses to these philosophical issues. In the second part of the book, these Modernist ideas serve as touchstones in the exploration of key issues for design, including: the place of aesthetics in design; design's relation to personal expression; the meaning of function; and design's relation to consumerism. The social responsibility of designers, and the impact of design practice on ethical reasoning are also discussed. Written in an accessible style, The Philosophy of Design presents a new perspective on design and a provocative reassessment of the Modernist legacy. It will engage students and designers with current philosophical debates, helping them to bring into clearer focus the meaning of contemporary design, and its unique challenges and possibilities.

The author outlines the major ideas and issues that have emerged in the growing movement of green architecture and sustainable design over the last thirty years. The book asks individuals to understand how the philosophy of sustainable design can affect their own work.

The Philosophy of Design is an introduction to the fundamental philosophical issues raised by the contemporary practice of design. The first book to systematically examine design from the perspective of contemporary philosophy, it offers a broad perspective, ranging across key philosophical areas such as aesthetics, epistemology, metaphysics and ethics. The first part of the book explores central issues about the nature of design and its products, and the rationality of design methods. A central theme is that Modernist ideas, such as those offered by Loos and Gropius, provide important responses to these philosophical issues. In the second part of the book, these Modernist ideas serve as touchstones in the exploration of key issues for design, including: the place of aesthetics in design; designs relation to personal expression; the meaning of function; and designs relation to consumerism. The social responsibility of designers, and the impact of design practice on ethical reasoning are also discussed. Written in an accessible style, The Philosophy of Design presents a new perspective on design and a provocative reassessment of the Modernist legacy. It will engage students and designers with current philosophical debates, helping them to bring into clearer focus the meaning of contemporary design, and its unique challenges and possibilities.

Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.

How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial question using fresh philosophical tools developed by New Realism. It indicates the opportunities missed by marketing due to the pervasive postmodernist ideology and proposes a new and fruitful approach pivoting on the significance of reality to marketing analyses and models. Intensifying reference to reality will boost marketing research and practice, rather than impair them; conversely, neglecting such a reference will prevent marketing from realising its full potential, in several contexts. The aim of the book is foundational: its purpose is not a return to traditional realism but to break new ground and overcome theoretical obstacles in marketing and management by revising some of their assumptions and enriching their categories, thereby paving the way to fresh approaches and methodological innovations. In that sense, the book encourages theoretical innovation and experimentation and introduces new concepts, like invitation and attrition, which can find fruitful applications in marketing theory and practice. That is meant to be conductive to the solution of important difficulties and to the uncovering of new phenomena. The last chapter of the book applies the new approach to eight case studies from business contexts. This book will be of interest to philosophers interested in New Realism and to researchers, scholars and marketing professionals sensitive to the importance and fruitfulness of reference to reality, for their own purposes.

Branding is an increasingly important part of business strategy for all types of businesses, including start-ups, SMEs, NGOs, and large corporations. This textbook provides an introduction to brand management that can be applied to all these types of organizations. Using story-telling to guide the reader through the main concepts, theories and emerging issues, it offers a theoretical and applied perspective to brand management. Highlighting the relationship between different brand concepts, this textbook explores the role of branding from both a corporate and a consumer perspective and highlights implications for employability and future career options. With case studies, activities, learning objectives and online resources for lecturers, this book is an ideal accompaniment for undergraduates, post graduates or students who have never studied branding before. Written in an approachable way, it gives readers the basics, allowing them to enhance their understanding of the core topics and advance their study further.