New Technologies and Branding [Hardcover]

Between cases of study, theoretical panorama and practical reflections, this book gives brand leaders the means to defend their brand in a changing environment, where new technologies and manipulation techniques have rendered old defense schemes obsolete. Rather than suggesting a reflection from the point of view of the crisis, the authors deal with the question under another, broader theme: conflict.

Prologue xi

Introduction xv

Chapter 1. What is a Brand? 1

1.1. The brand: a concept built from relationships 1

1.2. The brand is anthropomimetic 3

1.3. The brand as merchant 4

1.3.1. Exaggeration 4

1.3.2. Celebrity 6

1.3.3. A matrix for modeling celebrity? 7

1.3.4. Fallibility 9

1.3.5. Exaggeration, fame and fallibility: the trio from hell 11

1.4. The Brand exposed 12

1.5. All Brands are controversial 13

1.6. Leader? Tough luck! 16

1.7. The Brand is not set up for conflict 18

1.8. The Brand is not always agile (and that is an understatement) 19

1.9. The irrational reactions of the Brand 21

Chapter 2. Conflict 25

2.1. Etymology of conflict 25

2.2. What is a conflict? 26

2.3. When is there a conflict? 27

2.4. Conflict is complex 27

2.5. Experts of a small piece of the whole 28

2.6. Conflict can be an asset 29

2.7. The words of attackers are traps 29

2.8. The words you use are also traps 31

2.9. (Here) conflict is not 32

2.9.1. Conflict is not latent hostility 32

2.9.2. Conflict is not l£Á