Postmodern brand information

In response to shifts in consumer behavior and conditions brought on by postmodernism, many companies changed their marketing approach to address and create more nimble, immersive experience and customer engagements. It is stated that the traditional means of brand management has grown increasingly hard and complex within the postmodern marketplace.^[1] A brand in its modernist or traditional interpretation by marketing schools of thought and accredited, professional associations is defined as a, "name, term, design, symbol or any other feature that identifies one seller's good or services as distinct from those of other sellers.^[2]^[3] This definition, argued by Muzellec and McDonagh refers to the brand as a single reality or focus on only one-way addressable interaction partners that in many way are not current with customer communications.^[4]

As a result, many companies are rapidly changing the way they manage the created names, terms, designs, symbols and other marketing material on behalf of the brand. The significance here is not only focusing on and tracking the organizational created material, but also identifying, monitoring and tracking the material created or suggested by the enthusiast, loyalist, defectors and the like.

In order to properly engage within the postmodern world of marketing a brand will need to adapt of set of new systems that give great insights.

Newly developed systems are in need for a brand to be more nimble and personal with their customers. Although this is an ever-evolving time it bears witness that there are new rules to the "new now" or "new new now" of marketing. And although an organization employs any platforms and processes the brand manager should realize that the brand they are managing is still just a participant in the community they wish to create. With that said, the organization should come to grips with the idea that they may not own the very brand they created.^[1]

^ ^a ^b Massi, Marta and Paul Harrison "Re-Imagining the Cultural Brand: Postmodernism and Next Wave", Academy of Marketing Conference (2008)
^ "Dictionary". American Marketing Association. Archived from the original on 2012-11-21. Retrieved 2011-06-29.
^ The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project Archived 2012-02-03 at the Wayback Machine.
^ Muzellec, Laurent and Pierre McDonagh "Post-Modern Brand Management: The Virtual Case of Red Apple Cigarettes" in Halldór Örn Engilbertsson (Ed.), Proceedings of the 36th European Marketing Academy Conference, Reykjavik University, Reykjavik.

[auto-1] Massi, Marta and Paul Harrison "Re-Imagining the Cultural Brand: Postmodernism and Next Wave", Academy of Marketing Conference (2008)

[2] "Dictionary". American Marketing Association. Archived from the original on 2012-11-21. Retrieved 2011-06-29.

[3] The Marketing Accountability Standards Board (MASB) endorses this definition as part of its ongoing Common Language: Marketing Activities and Metrics Project Archived 2012-02-03 at the Wayback Machine.

[4] Muzellec, Laurent and Pierre McDonagh "Post-Modern Brand Management: The Virtual Case of Red Apple Cigarettes" in Halldór Örn Engilbertsson (Ed.), Proceedings of the 36th European Marketing Academy Conference, Reykjavik University, Reykjavik.

Postmodern brand information

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