eBooks - Business - Marketing - James B. Twitchell - Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld
Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld eBooks
by James B. Twitchell
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Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld Summary
| Branding, says James Twitchell, is nothing more than commercial storytelling; brands are the stories that are associated with products. (For example, the special taste of Evian, says Twitchell, is in the brand, not the water.) Branding has become so successful, so ubiquitous that even institutions that we thought were above branding, antithetical to branding, have succumbed. Such cultural institutions as religion, higher education, and the art world have learned to love Madison Avenue or lose market share. Of course, most ministers, university presidents, and museum directors will insist that branding has nothing to do with them, but as Twitchell brilliantly demonstrates in this witty, insightful examination of three of our most important cultural institutions, wherever supply exceeds demand branding follows. |
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eBooks - Titles - Authors - Business - Marketing - James B. Twitchell - Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld