Rhetorics of brand: narratives and values
Abstract
The brand is an ambiguous object. Born as a tool of hard and pure marketing, therefore as the keystone of hyper-organization of individual and collective consumption, it gradually ended up to disengage from its economic-business bases to become a promoter and spokesman of small mythic narratives and social micro-values, thus restoring those forms of identity vanished with the infamous disappearance of the great narratives. Therefore, while the current iconoclasts blame logos - destroying them physically -, brands tend gradually to disappear, allowing their absence. This results in a double movement of action and passion whose rhetoric enliven our personal and social existences.
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