Beyond branding: from abstraction to cubism
Abstract
Purpose
To point out the limitations of on over‐scientific approach to branding.
Design/methodology/approach
Discussion of case studies in a philosophical theoretical framework.
Findings
“Getting close to the customer” is a flawed concept. Rather the emphasis should be on people and the nature of relationships.
Practical implications
Brand managers should become unified with the customer rather than thinking they are close to the customer through the abstraction of market research.
Originality/value
Points out that credibility is not derived from statistical analysis alone, but through a genuine and deep understanding of the customer.
Keywords
Citation
Ind, N. (2006), "Beyond branding: from abstraction to cubism", Journal of Product & Brand Management, Vol. 15 No. 2, pp. 148-149. https://doi.org/10.1108/10610420610658983
Publisher
:Emerald Group Publishing Limited
Copyright © 2006, Emerald Group Publishing Limited