NOTES INTRODUCTION 1 A PARADOXICAL SUCCESS STORY

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1 NOTES INTRODUCTION 1. Naomi Klein, No Logo: Taking Aim at Brand Bullies, Knopf, Guy Deutscher, Through the Language Glass: Why the World Looks Different in Other languages, Random House, Also called Palo Alto School or Invisible College, initially a group of researchers working at the Mental Research Institute in Palo Alto, California, in the 50s and 60s, including G. Bateson, P. Watzlawick, D. Jackson, and M. H. Erickson. 4. See J. Gerzema and E. Lebar, The Brand Bubble, The Looming Crisis in Brand Value and How to Avoid it, Jossey-Bass, Brands are in reality as old as commercial exchange, and traces of them are found in numerous archeological sites around the Mediterranean, some dating from several millennia BC., in the form of seal-cylinders. The oldest brand whose name has survived to date is Fortis, a brand of tiles used in the construction of numerous Roman villas around the year 100 BC. 6. L. B. Upshaw, Building Brand Identity, Wiley & Sons, D. Schultz and H. Schultz, Brand Babble: Sense and Nonsense about Branding, South-Western Educational Pub, We owe the expression new communication to John H. Weakland (Communication and Behavior, An Introduction, introduction to the special issue of the American Behavioral Scientist devoted to communication and edited by John H. Weakland, 1967). 9. P. Watzlawick, J. H. Beavin, Don D. Jackson, Pragmatics of Human Communication: A Study of Interactional Patterns, Pathologies and Paradoxes, WW Norton & Co, A. Damasio, The Feeling of What Happens: Body and Emotion in the Making of Consciousness, Mariner, A PARADOXICAL SUCCESS STORY 1. Z. Bauman, Identity, Polity Press, C. Lévi-Strauss, L Identité, Presses Universitaires de France, L. B. Upshaw, Building Brand Identity, Wiley & Sons, H. Maucher, Leadership in Action, McGraw-Hill, 1994 (the French title was: La Stratégie Nestlé: principles simples pour diriger dans un monde complexe (Maxima, 2005), which translates as The Nestlé Strategy: Simple Principles for Leadership in a Complex World. 5. Harvard Business Review, Embracing Complexity, September Financial Times, Les Échos, Pricewaterhouse Coopers, L art du marketing, Village Mondial, A. Ries and J. Trout, Harper Business, A. Ries and L. Ries, Harper Business, J. Vee, T. Miller, and J. Bauer, Wiley, See the very title of the journal Marketing Science. 156

2 Notes Among the most recent examples: The Darwin Economy: Liberty, Competition, and the Common Good, Robert H. Frank, Princeton University Press, A. Ries and L. Ries, The Origin of Brands: Discover the Natural Laws of Product Innovation and Business Survival, Collins, Darwin, The Origin of Species. 14. The concept of brand image, that I made popular in 1953, wasn t truly new. C. Hopkins had described it twenty years earlier. D. Ogilvy, On Advertising, Vintage Books, D. A. Aaker, Building Strong Brands, Simon & Schuster Ltd., J.-N. Kapferer, Strategic Brand Management, Kogan Page, Full House: The Spread of Excellence from Plato to Darwin, Harmony Books, Free Press, Free Press, Upshaw, Building Brand Identity. 21. R. S. Tedlow, The Rise and Fall of Mass Marketing, Van Nostrand Reinhold, Richard Tedlow, The Story of Mass-Marketing in America, Harvard Business School Press, S. Bedbury, A Brand New World, Penguin Books, N. Kochan, The World s Greatest Brands, New York University Press, The World s Greatest Brands. 26. D. E. Carter, Branding: The Power of Market Identity, Wapson-Guptill Publications, Only in retrospect did semiologists suggest a link with the initial Mother or Mummy, just as they suggested one between hamburger, hot, soft, elastic, with the maternal breast. Two powerful symbolic attributes for a food brand. 28. F. Gilmore, Brand Warriors: Corporate Leaders Share their Winning Strategies, HarperCollins Business, A. Perry and D. Wisnom, Before the Brand: Creating the Unique DNA of an Enduring Brand Identity, McGraw-Hill, Upshaw, Building Brand Identity. 31. Kapferer, Strategic Brand Management. 2 WHAT S THE STATE OF AFFAIRS TODAY? , to be exact, the year in which E. Erikson introduced the concept in the humanities with his book Childhood and Society, W.W. Norton & Co., Richard Tedlow, The Story of Mass-Marketing in America, Harvard Business School Press, Upshaw, Building Brand Identity, op. cit. 4. Aaker, Building Strong Brands 5. P. Kotler, Marketing Management. 6. Kapferer, Strategic Brand Management, op. cit. 7. Cybernetics, or the Control and Communication in the Animal and the Machine, MIT Press, S. Kamakau ( ), Tales and Traditions of the People of Old, Bishop Museum Press, See the work of S. Moscovici or W. Wagner and N. Hayes, Everyday Discourse and Common Sense: the Theory of Social Representation, Palgrave Macmillan, M.-C. Sicard, La métamorphose des Marques, Editions d Organisation, Paris, To borrow A. Toffler s terminology in Future Shock Bantam, D. Lynch and P. Kordis, The Strategy of the Dolphin, William Morrow & Co., 1989.

3 158 Notes 13. G. L. Decker, Winning with the P&G 99, Pocket Books, In other words, they go back to J. C. Collins and J. I. Porras, Harper Business, J. Séguéla, Hollywood lave plus blanc, Flammarion, G. Debord, The Society of the Spectacle, Black and Red; Reprint, 2010 edition (first appeared in French in 1967). 18. Hollywood lave plus blanc. 19. Hollywood lave plus blanc. 20. Edgar Morin, The Stars, Grove Press, G. Lipovetsky, L Ère du vide, Gallimard, M. Maffesoli, The Time of the Tribe, Sage Publications Ltd, A. Maalouf, In the Name of Identity: Violence and the Need to Belong, Arcade Publishing, A. Ries and J. Trout, Marketing Warfare, McGraw Hill, A. Maalouf, op. cit. 26. For examples, see the following: L. B. Upshaw, Building Brand Identity, Wiley & Sons, 1995; D. A. Aaker, Building Strong Brands, Simon & Schuster Ltd, 2002; L. de Chernatony and M. McDonald, Creating Powerful Brands, Butterworth Heinemann, 1998; D. Arnold, The Handbook of Brand Management, Perseus, 1993; G. Michel, La Stratégie d extension de marque, Vuibert, 2000; B. Schmitt, A. Simonson, Marketing Aesthetics, Free Press, Kapferer, op. cit. 28. Strategic Brand Management. 29. Building Strong Brands. 30. Le Marketing de la marque, op. cit. 31. S. Randazzo, Mythmaking on Madison Avenue, Probus Pub. Co, J-P. Sartre, Being and Nothingness [L Etre et le Néant], Gallimard, Propaganda, the first handbook of public relations and manipulation of public opinion was published in 1928 by Edward Bernays, a nephew of Freud. 3 REDEFINING BRAND IDENTITY 1. La Marque, op. cit. 2. La Métamorphose des Marques, op. cit. 3. Karl Popper, the great philosopher of science, once divided the world into two categories: clocks and clouds. Clocks are neat, orderly systems that can be solved through reduction; clouds are an epistemic mess, highly irregular, disorderly, and more or less unpredictable. The mistake of modern science is to pretend that everything is a clock, which is why we get seduced again and again by the false promises of brain scanners and gene sequencers. We want to believe we will understand nature if we find the exact right tool to cut its joints. But that approach is doomed to failure. We live in a universe not of clocks but of clouds. J. Lehrer, author of Proust was a Neuroscientist, Mifflin Harcourt, 2007, in scienceblog.com, June E. Morin, Penser l Europe, Gallimard, Ibid. 6. F. Varela, The Embodied Mind: Cognitive Science and Human Experience, The MIT Press, new edition, The Feeling of What Happens: Body and Emotions in the Making of Consciousness, Mariner Books, J.-M. Lévy Leblond, Aux contraires, Gallimard, 1996.

4 Notes P. Mannoni, Les Représentations sociales, coll. Que sais-je?, Presses Universitaires de France, Understanding Brands, Kogan Page, P. Mannoni. 12. Ibid. 13. E. Morin, Pour sortir du XXe siècle, Le Seuil, H. Atlan, Entre le cristal et la fumée, essai sur l organisation du vivant, Le Seuil, G. Balandier, Le Désordre, Fayard, A. Danchin and A. Quayle, The Delphic Boat, Harvard University Press, Penguin, The Feeling of What Happens. 19. Nobel Prize in Medicine, The Statue Within, Cold Spring Harbor Laboratory Press, Scientific American, March THE FINGERPRINT METHOD CONCEPT 1. In French, the word marque could mean any of the following: a brand, a mark, a trace, or an imprint. 2. G. Miller, The Psychological Review, 1956, vol. 63, H. Gardner, The Mind s New Science: a History of the Cognitive Revolution, Basic Books, A. Mucchielli, Les sciences de l information et de la communication, 4th edition, Hachette Supérieur, D. de Kerckhove, Skin of Culture, Kogan Page, P. Breton and D. Bade, The Culture of the Internet, and the Internet as a Cult, Litwin Books, LLC, P. Watzlawick, The Language of Chance, W. W. Norton Co., Mail-order European leader. 9. M. Batey, Brand Meaning, Psychology Press, 2008, or A. Arvidsson, Brands, Meaning, and Value in Media Culture, Routledge, Among others: R. Rose, J. Pulizzi, Managing Content Marketing: the Real-World Guide for Creating Passionate Subscribers to Your Brand, CMI Books, P. Watzlawick (dir.), The Invented Reality, Contributions to Constructivism, W. W. Norton & Co., THE FINGERPRINT METHOD: THE SEVEN POLES 1. Brand Warriors, op. cit. 2. T. Levitt, Marketing Myopia, Harvard Business Review, Interbrand ranking, Without touch, we can t connect. Without skin, we can t touch. 5. Is gentle something you touch, or something that touches you? 6. Another (feminine) perfume by Cacharel. 7. The snaps were recently replaced with classic buttons, easy to sew back on if need be, and just like the ones that all the other brands use.

5 160 Notes 8. Brand Warriors, op. cit. 9. L Entreprise, October Catalogue of the Brand New exhibit, London, Victoria & Albert Museum, Guerilla Advertising, Lawrence King Publishing, It s 2008 ad campaign slogan: Happiness wasn t born in Brazil, it s a naturalized citizen. 13. M. Halter, Shopping for Identity, Schocken Books, B. H. Schmitt, Experiential Marketing, How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands, Free Press, Pernod-Ricard, the world s second biggest manufacturer and distributer of wines and spirits. 16. D. Sperber, La Contagion des idées, Odile Jacob, Brand Warriors, op. cit. 18. Fortune, July Mellerio dit Meller, as we have seen, disputes this. 20. J. Séguéla, Pub Story, Hoëbeck, Le Nouvel Observateur, April Doing Cultural Studies: The Story of the Sony Walkman, Sage Publications, A. Swasy, Soap Opera, the Inside Story of Procter & Gamble, Times Books, Random House, P. Watzlawick and J. H. Weakland, Sur l interaction, Le Seuil, James H. and Gilmore, B. Joseph Pine II, Authenticity, Harvard Business School Press, T. Carr in The Future of Brands, New York University Press, K. Roberts, Lovemarks, PowerHouse Books, An advertisement from 1900, in Cosmétiques: être et paraître, Ghozland, From a well-known series of French advertisements for the company. 30. R. Jensen, The Dream Society, McGraw-Hill, The Sources of the Self: The Making of Modern Identity, Harvard University Press, G. and S. Trigano, La Saga du Club, Grasset, It s Ford. 34. This is free of charge for Ikea, a company I never worked for. 35. The 22 Immutable Laws of Marketing, op. cit. CONCLUSION 1. The End of Marketing as We Know It, op. cit. 2. Les Echos, November Brand Warriors, op. cit. 4. Les Echos, 28 Juin, Building Strong Brands. 6. J. Pavitt, Brand New, op. cit. 7. The Story of Mass-marketing in America, Basic Books, F. Jacob, The Statue Within, Odile Jacob, A. Ehrenberg, L individu incertain, Hachette Littérature, C. Dubar, La Crise des identities, PUF, 2004.