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The Philosophy Of Branding: Great Philosophers Think Brands
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ISBN
:
9780749443238
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Publisher
:
Kogan Page Limited
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Subject
:
Business & Management
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Binding
:
Paperback
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Pages
:
200
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Year
:
2004
₹
250.0
₹
250.0
250.0
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Description
In this original and imaginative slant on contemporary brand management, Thom Braun takes us into the minds of the world’s greatest Western thinkers... Heraclitus Socrates Plato Aristotle Descartes Spinoza Leibniz Locke Hume Rousseau Kant Hegel Nietzsche Wittgenstein Popper ...to reveal what they might say about branding if they were alive today. Filled with contemporary examples, pragmatic insights and summaries of each philosopher’s "top tips", this elegant and witty book will resonate with all marketing and branding professionals who want their intellectual and professional faculties stimulated by some new thinking. About The Author Thom Braun is Director of Unilever’s Global Marketing Academy, as well being an ordained priest in the Church of England and a successful author. Table of Contents By way of introduction Part I All Greek to me: 1 Heraclitus - and the place from where we start 2 Socrates - and the art of questioning 3 Plato - and seeing below the surface 4 Aristotle - and the importance of structure Part II I think, therefore I brand 5 Descartes - and the application of Reason 6 Spinoza and Leibniz - and a systematic approach 7 Locke - and the empirical tradition 8 Hume - and the limits of Reason Part III Into the deep: 9 Rousseau - and the importance of feeling 10 Kant - and a balanced approach 11 Hegel - and the primacy of process 12 Nietzsche - and the creation of values Part IV Searching for certainty: 13 Wittgenstein - and the brand as tool 14 Existentialism - and the brand as individual 15 Popper - and the quest for a better model 16 The future - and the real role of philosophy in branding Summary of the top tips.
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