The,Postmodern,Condition,Brand marketing The Postmodern Condition in Branding
Awhile ago, I got an email from one of the "gurus" I follow and it shocked me. The gist of it was this person wanted to trade services for a household item.To say it floored me would be an understatement.What was worse was a few days later t Automation technologies represent a fundamental aspect of any modern industry. The major types of industrial automation solutions, such as DCS, PLC, SCADA, and MES, are used on a large-scale in process and discrete industries.DCS technologie
"The "true" world - an idea which is no longer good for anything,not even obligating - an idea which has become useless andsuperfluous - consequently, a refuted idea: let us abolish it!"(Nietzsche)Postmodernis a difficult word to define. Some authors refer to as far back asNietzsche and his true knowledge derived from the multiplicity ofinterpretations. The word "postmodern" is been used virtually in everysense. The terrorism in a globalised world can be defined as postmodernand apparently one can be "postmodern in bed" (Melinda and Melinda -Woody Allen, 2004).But seriously, one need focus on the impactof postmodernistic thought on the consumer-behaviour theory. The impactis so vigorous that you may believe that the consumer behaviourparadigm has shifted already. A significant influence is exerted by theinterpretivism/postmodernism as opposed to the raditionalism/positivismin at least three areas: the nature of consumption, the decision-makingprocess, and the consumer roles and goals.Consumption = ExperienceAmajor point of the postmodern thought (Baudrillard) is that we do notconsume products because of their functional features but because weneed symbolic meaning. Consumers do not search for a price, but ratherfor a stage where to act. In this sense, we rather consume images.Considered in branding context, by experiences derived from consumptionof products we create a sense of who we want to be.Ultimately,experience is the core of the consumption process of the homoconsumericus of Firat and Shultz II. As such, the postmodern consumerhas adopted altered decision-making patterns.Consumer Decision-making. Consumer Roles and GoalsAnotherarea of consumer behaviour where postmodern ideas reverberate is thedecision making process and the new consumer goals and roles. It isobvious that Internet has decreased the information search costs andone can find "the best deal" in a matter of clicks. But are we indeedlooking for "the best deal"? Are the price and functional featuresprime determinants of our choices? We must say that decision making isto great extent characterised by the consumers' loss of commitment. Thenew decision making process entangles new consumer roles. The mostobvious one is of co-producer of experiences - an idea of Bernard Cova.Consumers become brand builders. We become a part of the process.Simultaneously with the formation of this new role, the balance ofpower between consumer and company is tipped in favour of the former.In extreme cases brands could be hijacked - consumer brand communitiesdefine their own images and symbols of a brand. From mere targets,technically external to the company, customers become a corecompetency. Questions arise: How much control and empowerment to be given to a community over a brand?Anotherrole, previously not typical for the consumer, is the one ofresearcher. Not only is the involvement of customers recommended, butin fact in most cases the success of communication depends onit.Consequently, according to the new roles, consumers have new goalsto be achieved through consumption. Most notable among them are theHolt's pursuit of personal sovereignty through brands Holt, and the aimof re-socialising in new types of communities/tribes.So, thepostmodern consumer roams and rumbles between these two self-imposedobjectives. What could be a solid reference to the true nature of thequest of homo consumericus? The answer maybe given by a marketingstream called experiential marketing.To be continued... Article Tags: Consumer Roles, Decision Making
The,Postmodern,Condition,Brand