The Death of Identity: An Introduction to Interactionist Branding.
Customers interact with brands in ways that were unimaginable back when the rules of branding were originally written. So it's time to rewrite the rules. Interactionist Branding is a system for managing the meaning of a brand via managing individual customer relationships with the brand and fulfilling the brand roles these relationships dictate--an actionable framework for brand development, deployment, signaling, reignition and optimization. With academic grounding in the sociological theories of Herbert Blumer, Interactionist Branding is the next edge of identity and meaning management systems--blending the best of established branding methodologies and strategies with CRM mechanisms, tactics and one-to-one communications.