The Future of Brands: Twenty-five Visions Illustrated Edition
Use the Amazon App to scan ISBNs and compare prices.
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
"As part of an actual campaign against weightism, as opposed to Colbert's satirical one, "Fat Shame "allows us to see how discrimination against fat people became a central feature of American life. Armed with this history, we can better imagine a day when the declaration Farrell made on The Colbert Report-"I like the word 'fat'"-won't be greeted with laughter." -"Bitch" Magazine,
"Farrell's explorations of fat primitivism in mainstream and feminist cultures are invaluable to understanding the contemporary stigmatization of fat that has become nearly ubiquitous in America today...a soon-to-be classic text in the field of Fat Studies." -Deborah McPhail, Teachers College Record
"In this bold and powerful book, Amy Farrell uncovers the history, meanings, and consequences of fat stigma. With passion, insight, and eloquence, she condemns the many institutions that denigrate fat people, from the medical establishment and diet industry to the popular culture. "Fat Shame" challenges Americans of all sizes to accept each other without judgment." -Elaine Tyler May, author of "America and the Pill: A History of Promise, Peril and Liberation"; and "Homeward B
"In this groundbreaking and fascinating text, Farrell repositions the fat body within a political framework...a must-read for feminists, body theorists, and anyone interested in understanding our cultural obsession with fat" -Amanda Cosco, Women's Post
About the Author
ESTHER MAUGHAN is a senior consultant with Interbrand's Brand Development team.
- Publisher : NYU Press; Illustrated edition (March 1, 2000)
- Language : English
- Hardcover : 208 pages
- ISBN-10 : 0814737668
- ISBN-13 : 978-0814737668
- Item Weight : 1.65 pounds
- Dimensions : 9.12 x 0.59 x 10.31 inches
- Best Sellers Rank: #9,696,382 in Books (See Top 100 in Books)
- Customer Reviews:
Top review from the United States
There was a problem filtering reviews right now. Please try again later.
Full review: This book has the number 25 as its theme. It marks the brand consultancy Interbrand's 25th anniversary, it looks at branding 25 years from now, and 25 people are interviewed. The book starts off with a discussion of brands and branding, and looks briefly at how the phenomenon has changed over time. Differences between brand value and brand strength are mentioned. The editors claim that clarity (of vision, mission and values), consistency (in who they are, what ever they are doing), and leadership (a brand's ability to lead and exceed expectations) are the most important factors for creating successful brands in the future. This introduction also touches on what they see as the challenge for 'new' brands like Microsoft, and the challenge to branding to overcome the suspicion about its nature.
The interviewed people are asked, among other things, to define brands, name the greatest brand today, and their favourite brand. They are asked which brands, or categories of brands, they think may become powerful in the future, and which may fail.
Although the editors say that they have sought to include many different kinds of people, it is striking that only five women and one teenager are interviewed. The majority of contributors are middle-aged businessmen, be it from different sorts of businesses. One strange thing is that one of the featured women, Marieke Van der Werf, is introduced differently than all the other people in the book. The standard formula for introducing the contributors is their name, current profession, education, and former posts. However, Van der Werf is also described as 'mother of 3 young children'. Is she the only parent in this book? Are none of the men parents?
Some of the interviewed people talk mostly about their own company or industry, and it does get a bit tiresome to read about how great and special Starbucks or BMW are when you expected an analysis of the future of society and branding. However, some interviews are very interesting to read, for example Will Hutton, editor of the Observer, talks more about society and branding in general than specific companies, and several people discuss the social responsibilities of companies in the future.
Since all the people in the book were asked the same questions, the interviews get a bit repetitative. The definitions of branding are all quite similar, and Coca Cola is frequently referred to as the world's greatest brand.
In the introduction, the editors point out that the definitions of branding in the interviews are alike, and that the same company names come up again and again. They also point out frequently suggested areas for future brand development - information management, health and well-being, leisure, and education. The book's 'Conclusions' chapter talks briefly about the future for brands and predicts fewer, bigger brands and that life-editing and life-simplifying brands will be even more important. It gives short descriptions of necessary characteristics for powerful brands in the future, and repeats the clarity, consistency, leadership formula again. However, there is not really a serious attempt to sum up or discuss the findings from the interviews, which is a shame considering how much work must have gone into them.
The lack of analysis means that this book would probably not appeal to academics, or practitioners looking for answers to specific branding problems. It is more reminiscent of a a selection of 25 business magazine clippings, but it will appeal to people interested in the future of branding, and also other people's views of the phenomenon. Also perhaps a good buy for those who want an easy and interesting book to read as relaxation.
Reviwed by Dr Jessica Backlund (MA, PhD) and Shaun Powell (Btech, AIMgt, BAhons), from the International Corporate Branding and Identity Centre.