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1. Pinocchio
&
the
black
box
of
Culture,
Hybridization,
Surrogacy
&
Branding
Jonathan
Wilson
Senior
Lecturer
&
Course
Leader
Adver3sing,
Branding
&
Marke3ng
Communica3ons
Management

2. • 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

4. 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)

5. Culture
Branding
Surrogacy
Global
(one
size
fits
all),
or
Local
(bespoke)?
GLocalculturalisa+on
?...

6. 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]
1.8
billion
Muslims
globally
52.5%
are
under
24
years
old
Muslim
youth
account
for
11%
of
the
world’s
popula3on

7. 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

8. And
it’s
• More
than
‘meat
and
money’
• Not
something
just
about
and
for
Muslims
• More
than
religion

9. Explicitly
Islamic
Exclusively
for
Muslims
Predominantly
for
Muslims
Targe+ng
Muslims
Brand
Extension
Ingredient
Brand
Islamifica3on
Consumed
by
Muslims
And
Halal!
Country
of
origin
Heritage
Symbolism
Situa+on
specific
Experien+al
Adapta+ons
Universal
Metaphor
Linguis+c
Heritage
Implicitly
Islamic

10. Trends
• DeterritorializaBon,
DenaBonalizaBon,
&
ReterritorializaBon
• Brand
surrogacy
phenomenon:
brands
have
become
conduits
for
cultural
homogeniza3on
and
hybridiza3on

12. • 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.

13. • 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.

14. A
Macro
view

16. Toolkits
for
managing
Crea+vity
and
Execu+on

17. The
C.H.A.N.G.E.S.
model
Wilson,
J.A.J.
(2010)
Culture
Hybridiza3on
Surrogacy
Authen3city
Na3on
Branding
English
Global
Posi3oning
/
Game
Theory

18. Abracadabra
approach
to
crea3on,
Wilson
(2010)
Actor
Brand
Rhythm
Reac+on
Ba]le
Argot
Culture
Audience
Delivery
Artefact
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.

19. A
Micro
view
Mapping
consumer
psychographic
and
behavioural
networks
of
decision-­‐making

23. • Career
prospects
and
skills
competences?
• No
more
East
and
West…
but
then
what
happens
to
Occidentalism
and
Orientalism?