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1、ThispageintentionallyleftblankAdvancepraiseforBrandSociety‘Thisisastupendouspieceofwork.It’sbothacademicandpragmatic.Itrangesfromforbiddinghightheorytoeasy-readingcasestudies.It’sgreat.Withoutquestion,it’llgodownasalandmarkstudyofbrandsandbranding.’StephenBrown,Pro
2、fessorofMarketingResearch,UniversityofUlster‘MaxWeberarguedthatmodernitywasaprocessofdisenchantment;onthecontrary,arguesKornberger,inthisevocativeandimportantstudy:modernityisarealmofcontinuousre-enchantment.Atthecentreoftheenchantedwebsspuninmodernityisthebrand–an
3、dtheBrandSociety–exploredthrougharichcollageofphilosophyandsocialscience,avirtualanthropologyoftheorganizedseductionofourbeing,asJonathanRichmansaid,inlovewiththemodernworld.’StewartClegg,ProfessorandResearchDirectorofCMOS,FacultyofBusiness,UniversityofTechnology,S
4、ydney‘Rethinkingbrandsmeansrethinkingmarketing,reconsideringtheimplicationsoforganizationalcultureandorganizationalidentity,displacingtheusualassumptionsabouttherelationshipbetweenproductionandconsumption–inshort,turningmanyofyourmajorpreconceptionsabouteconomiclif
5、eandsocietyinsideout.Kornbergeroffersaglorious,thought-provokingride–frombrandingacityinScotlandtoquota-tionsfromesotericphilosopherstoCubismandGoogle’sCEOEricSchmidt.Buckleupandenjoytheride.’JoanneMartin,FredH.MerrillProfessorofOrganizationalBehavior,Emerita,Gradu
6、ateSchoolofBusiness,StanfordUniversity‘Thisbookprovidesfascinatinginsightinthetremendousvalueofwell-managedbrandtransformationprograms.Itleavesnostoneunturnedandcoversinaverybal-ancedwaythediversityofboththeinternalculturalaspectsandtheexternalbrandcommunitybuildin
7、g.Greatfoodforinnovativebrandthinkingandforconcretebrandactivation!’RuudPolet,GlobalBrandMarketingManager,ING‘InBrandSocietyMartinKornbergertakesyouonacompellingridethroughthenewlandscapeofbranding.Fromtheclotheswewear,tothecompaniesweworkforandthesocietywelivein–t
8、hisexcitingbooksarguestheimportanceofbrandingandwhyweshouldcare.Fromevocativecasesandboldconceptualarguments,Korn-bergermakesthepointthatconsumpt
