| Description |
327 pages : illustrations ; 25 cm |
| Contents |
1. Branding 101 : marketing stories in a culture of consumption -- 2. One market under God : the churching of brands -- 3. School daze : higher ed, inc., in an age of branding -- 4. Museumworld : the art of branding art -- 5. When all business is show business, what's next? |
| Summary |
"Branding, says James Twitchell, is nothing more than commercial storytelling: brands are the stories that are associated with products. (For example, the special taste of Evian, says Twitchell, is in the brand, not the water.) Branding has become so successful, so ubiquitous that even institutions that we thought were above branding, antithetical to branding, have succumbed. Such cultural institutions as religion, higher education, and the art world have learned to love Madison Avenue or lose market share. Of course, most ministers, university presidents, and museum directors will insist that branding has nothing to do with them, but as Twitchell demonstrates in this insightful examination of three of our most important cultural institutions, wherever supply exceeds demand branding follows."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references :pages 303-313 |
| Subject |
Branding (Marketing) -- United States.
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Brand name products -- Social aspects -- United States.
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Church marketing -- United States.
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Education -- Marketing.
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Museums -- Marketing.
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| LC no. |
2004052147 |
| ISBN |
0743243463 hardback |
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