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 once companies account for fifty one of the biggest a hundred financial entities on the earth, not just may still branding have a much wider social standpoint, it needs to achieve this whether it is to have persevered 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 a protracted time period, people-centric view that stresses substance over hype. this can 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 supply energy to the patron. and it'll rigidity the pre-eminence of the true shareholder over the speculator.
These are this sort of attributes we might count on of a kingdom kingdom and more and more we think them of firms. enterprise can't imagine a place of dominance with out a concomitant assumption of accountability. via ignoring those elements, we'll face extra protests from those that believe the specter of overweening company energy.
By accepting them company could have a worthy impact and support remedy (perhaps larger than executive) probably the most difficult difficulties on the earth, whereas nonetheless getting cash. To get there, businesses must 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'll even have to undertake measuring structures that target reaping rewards not only monetary audiences...
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Additional info for Beyond Branding
Naming, matching and connecting: separately and together they are the source of many of the win–wins that make modern economies and companies prosper. 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.
Some industries recruit specifically from populations who are easily exploited (eg undocumented workers), or invest heavily in new technology that has the stated goal of eliminating employee training completely and keeping hourly wages low (eg the fast food industry). Next, a company may invest in marketing, seeking to dominate markets and acquire mindshare (military metaphors abound in marketing) by trumpeting loudly the absolutely best aspects of its product or service, exaggerating the benefits versus competition and obfuscating limitations or long-term dangers or hidden costs.
However, of these communication climate appears to be the most important. Cees van Riel (1999) suggests that ‘how an organisation communicates is more important than what is communicated. ’ However, the reality of transparency in organizations is somewhat different. The most common situation is one of distrust. Research consistently shows that people do not feel that they fulfil their potential at work and that internal politics prevents effective communication. The employee may have the desire and the potential to become an active participant in the organization, but there are clear barriers to engagement.
Beyond Branding by Nicholas Ind