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Monday, May 22, 2006
The New Economics of Brands
I'm going to kick off a new practice area - focused on how the deep economics of brands are changing, how meaning is commoditizing, how this is at the root of today's manifold financial and strategic problems with many brands, and how brand innovators are shifting from meaning to action.
At some point in the next few weeks, an introductory paper will be posted - if you're interested in a workshop, drop me a line.
Comments:
James Surowiecki's piece in Wired back in November 2004 is a great reference point for this. http://wired-vig.wired.com/wired/archive/12.11/brands.html
A really interesting book on brands, especialy in their context to culture is "Hw Brands Become Icons" by Douglas Holt
You should talk to Paul Duguid, whose current research is focused on brands: http://www.sims.berkeley.edu/people/faculty/paulduguid
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