The philosophy of branding : great philosophers think brands

著者

    • Braun, Thom

書誌事項

The philosophy of branding : great philosophers think brands

Thom Braun

Kogan Page, 2004

大学図書館所蔵 件 / 全6件

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内容説明・目次

内容説明

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.

目次

  • By way of introduction. Part 1 All Greek to me: Heraclitus - and the place from where we start
  • Socrates - and the art of questioning
  • Plato - and seeing below the surface
  • Aristotle - and the importance of structure. Part 2 I think, therefore I brand: Descartes - and the application of reason
  • Spinoza and Leibniz - and a systematic approach
  • Locke - and the empirical tradition
  • Hume - and the limites of reason. Part 3 Into the deep: Rousseau - and the importance of feeling
  • Kant - and a balanced approach
  • Hegel - and the primacy of process
  • Nietzsche - and the creation of values. Part 4 Searching for certainty: Wittgenstein - and the brand as a tool
  • existentialism - and the brand as individual
  • Popper - and the quest for a better model
  • the future - and the real role of philosophy in branding. Summary of top tips.

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