Pinocchio  &  the  black  box  of    Culture,  Hybridization,    Surrogacy  &  Branding  

Jonathan  Wilson  Senior  Lecturer  &  Course  Leader  Adver3sing,  Branding  &  Marke3ng  Communica3ons  Management  

•  Details  of  free  downloads  for  a  month  

•  An  insight  into  some  of  my  research  

•  Evidence  to  suggest  that  some  exis3ng  frameworks  fall  short  

•  New  terms  and  a  toolkit  

•  Another  pair  of  eyes  and  someone  to  float  ideas  with  

 A  taxonomy,  undertaken  by  Heding,  Knudtzen  and  Bjerre  (2009),  representa3ve  of  a  systema3c  analysis  of  300+  brand  management  research  ar3cles,  spanning  the  period  of  1985-­‐2006;  suggests  that  various  approaches  can  be  categorised  within  seven  groups:  

•  Economic  •  Iden+ty  •  Consumer-­‐based  •  Personality  •  Rela+onal  •  Community  •  Cultural  

 “These  seven  ‘schools  of  thought’  represent  fundamentally  different  percep3ons  of  the  brand,  the  nature  of  the  brand-­‐consumer  exchange,  and  how  brand  equity  is  created  and  managed”    

 (Heding,  Knudtzen  and  Bjerre,  2009,  p.3)  

Surrogacy  

Branding  

Culture  

Global  (one  size  fits  all),  or  Local  (bespoke)?  

GLocalculturalisa+on  ?...  

1.8  billion  Muslims  globally  52.5%  are  under  24  years  old  Muslim  youth  account  for  11%  of  the  world’s  popula3on    

The  Middle  East  has  seen  a  78%  growth  in  brand  value,  based  on  high  demand  for  Islamic  banking  products  and  services.  

[2010  The  BrandFinance®  Global  500]  

Actually  if  we  look  at  the  UAE,  the  Muslim  world  and  beyond,  for  example…  

It  could  be  argued  that  the  majority  of  prac3ces  in  this  field  demonstrate:  

Islamicised  Branding  -­‐  as  opposed  to    

Islamic  Branding  &  Marke+ng  

•  More  than  ‘meat  and  money’  •  Not  something  just  about  and  for  Muslims  

•  More  than  religion  

And  it’s  

Explicitly  Islamic  

Implicitly  Islamic  

Exclusively  for  Muslims  

Predominantly  for  Muslims  

Targe+ng  Muslims  Brand  Extension  Ingredient  Brand  

Consumed  by  Muslims  And  Halal!  

Country  of  origin  Heritage  Symbolism  

Situa+on  specific  Experien+al  Adapta+ons  

Universal  Metaphor  

Linguis+c  Heritage  

Islamifica3o

n  

Trends  •  DeterritorializaBon,  DenaBonalizaBon,  &  ReterritorializaBon  

•  Brand  surrogacy  phenomenon:    brands  have  become  conduits  for  cultural  homogeniza3on  and  hybridiza3on  

•  brand  stakeholder  analysis  and  customer  dynamics  are  in  need  of  refinement  and  a  classifica3on  which  is  more  reflec3ve  of  intangible  and  figura3ve  aspects  

•  These  are  subject  to  +me  specific  interconnected  and  dynamic  states.  

•  We  need  to  consider:  

(1)  Ownership/nonOwnership/temporary  Ownership  (Donership)  

(2)  Usage/nonUsage  (3)  Communica+on  (4)  Stake  -­‐  qualified  according  to:  

   bargaining  power/interest/impact.  

A  Macro  view  

Toolkits  for  managing  Crea+vity  and  Execu+on  

The  C.H.A.N.G.E.S.  model  Wilson,  J.A.J.  (2010)  

Hybridiza3on  

Authen3city  

Na3on  Branding  

Global  Posi3oning  /  Game  Theory  

English  

Surrogacy  

Culture  

Actor  

Artefact  

Rhythm  Reac+on  

Culture  

Brand  

Ba]le   Argot  

Delivery  

Audience  

Abracadabra  approach  to  crea3on,  Wilson  (2010)  

Wilson,  J.A.J.  (2010),  “Branding  to  the  Hip-­‐Hop  genera3on”,  6th  InternaBonal  Colloquium  –  Academy  of  MarkeBng,  Brand,  IdenBty  and  ReputaBon  Special  Interest  Group,  ESADE  Business  School,  Barcelona  Spain,  9th-­‐11th  April  2010.  

A  Micro  view  

Mapping  consumer  psychographic  and  behavioural  networks  of  decision-­‐making  

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