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Twitchell, James B. ListingsIf you cannot find what you want on this page, then please use our search feature to search all our listings. Click on Title to view full description
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BRANDED NATION: THE MARKETING OF MEGACHURCH, COLLEGE INC., AND MUSEUMWORLD
Twitchell, James B.
2004 40714 From Publishers Weekly Twitchell (Lead Us into Temptation) has made a name for himself explaining how market forces of consumerism have shaped all of American culture, but here he focuses on three key locations: the church, the university and the museum. He begins by boiling down the mystique of brand identity to a sort of "commercialized gossip," a collection of stories that companies tell customers about their products in order to make them distinguishable from one another. Some brands do such a good job of holding our attention that they become cultural icons in their own right, so it should come as no surprise that our highest cultural institutions use the same techniques to assert themselves, especially when millions of dollars are at stake. Twitchell breezily guides readers through churches the size of community colleges and museums filled with Harley motorcycles and Armani wardrobes, showing how the gatekeepers are working the crowds like Barnum to draw in even greater audiences. Twitchell's prose never degenerates into mere crankiness, and he draws out even the most erudite points with casual ease and good humor. His own secure brand identity will ensure the support of regular readers, while his ease of entry can do much to increase his customer base. Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. From Bookmarks Magazine Twitchell's basic premise-that organizations live and die based on brand recognition-isn't new. In recent years, publishers have churned out dozens of marketing books trumpeting the importance of brand recognition. What sets Branded Nation apart is Twitchell's richly detailed examination of how religious, educational, and cultural institutions are jumping on the branding bandwagon. Twitchell, a University of Florida professor and the author of previous books on advertising and culture, takes a couple of lumps from critics who found some parts of his newest work reductive or incomplete. But overall, Twitchell's persuasive arguments and enviable story-telling ability make Branded Nation an enjoyable-and enlightening-read. Copyright © 2004 Phillips & Nelson Media, Inc. Simon & Schuster 0-7432-4346-3 / 9780743243469
Hardcover As New New York
Price:
25.98 USD
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