CHAPTER3 BrandMeaningJOHNF.SHERRY,JR.

Imaginethischapterasanexerciseinbrandthropology.Asananthropologistwho usesethnographicmethodstoconductculturalanalysis,myviewofbranding departsfromtheconventionalmarketingperspective.Traditionally,marketers haveframedbrandingasacognitiveorstructuralenterpriseinmodelsofstrategic management,slightingthelivedexperienceconsumershaveofbrands,neglecting theculturalcomplexitythatanimatesbrandsinsomanydistinctiveways,and treatingtheconsumptionexperienceasareactive,idiosyncraticaftereffectof marketersefforts.1 Overthepasttwodecades,workinconsumerculturetheoryhasencouraged practitionerstounderstandmarketingasasemioticventure.Thatis,theprincipal obligationofthemarketerandatonceitschiefsourcebothofunintendedand unanticipatedconsequenceistoshapetheexperienceofstakeholdersengagedin transactions.Thatmarketersarebehavioralarchitectsorsocialengineersisdenied asoftenasdecried,butitisthecentraltenetofourdiscipline.Marketers, consumers,publicpolicymakers,andconsumeristsareengagedinaperpetual gameofdiscovering,creating,translating,transforming,andreconfiguring meaning.Thisquestformeaningdrivesmarketplacebehavior.2 Thebrandisaprincipalrepositoryofmeaninginconsumerculture,inbotha residentialandgenerativesense.Itisbothastorehouseandapowerhouseof meaning.3Inauniverseoffunctionalparity,aswemovebeyondafeaturesand benefitsunderstandingofourofferingstoplumbtheircollectiveexperientialsoul, thewaymeaningismanagedbecomescrucialtothebrandssuccess.Theartof meaningmanagement,aswellasthedetectionofitsantecedentsandconsequences, areexercisesinappliedanthropologyin

brandthropologydrivenbyanarrativeviewofthebrandthatbraidsthefilamentsof everydayempiricalandeternaltruthintoacommonstrand.Thatbraidingisa communaleffort,theplaitajointoutcomeofstakeholdernegotiation. Inthischapter,Iarguethatwehavealwayslived,andwillalwayslive,inanexperience economy,despitetherecentvolumeoftheimagineeringbrandwagon.4Iillustratehow brandshelpmakethecategoriesofculturestableandvisible,facilitatingchangeinthe bargain,anespeciallyimportantconsiderationinanincreasinglyglobalized marketplace.5Idescribebrandingasaholisticcombinationofmarketersintentions, consumersinterpretations,andnumeroussocioculturalnetworksassociations,aco creationandcoproductionofstakeholdersfromstarttofinish.Iassertthatbrands shapeandreflectculturaltrends.Finally,Iemphasizethroughoutthechapterthatthe foundationsofbrandmeaningarepersonal,tribal,andmythic. Etymology,Definition,andRootMetaphor:APerspective Atreatiseonmeaningrightfullybeginswithalexicalfocus.Thewordbrandhasa tripartiteetymology.Oneemphasisclustersaroundburning,withconnotationsbothof fieryconsummationandofbankingthedomestichearth.Asecondemphasisclusters aroundmarking,withconnotationsofownershipandindelibility,aswellas paradoxicalallusionstointrinsicessence,whetherofmeritorstigma.Athirdemphasis clustersaroundthedeliveryof,ordeliverancefrom,danger(stoke,anneal,cauterize; conflagration,possession,aggression).Thebrandembodiesthetransformativeheatof passion,properlytended.Itisbestowed,anditisearned.Thebrandbespeaksthe forgingoffamily. Definitionsareanotherdirectavenueintomeaning.Abrandisadifferentiator,a promise,alicensetochargeapremium.Abrandisamentalshortcutthatdiscourages rationalthought,aninfusingwiththespiritofthemaker,anamingthatinvitesthis essencetoinhabitthisbody.Abrandisaperformance,agathering,aninspiration.A brandisasemioticenterpriseofthefirm,thecompanionspiritofthefirm,ahologram ofthefirm.Abrandisacontract,arelationship,aguarantee;anelasticcovenantwith looserulesofengagement;anonzerosumgame;improvisationaltheateratbest, guerrillatheateratworst.Asperceivedvesselsofexploitation,brandsprovidethe impetusforgenericsandvoluntarysimplicity,aswellastargetsfordemonstrationsof culturalnationalism.McDonaldization,CocaColonization,andDisneyfication

aresimultaneouslycourtedandcountered,importedanddeported.6The swooshtikabecomesabadgeofinfamy,RonaldMcDonaldistoppledandgraffitoed, andiPodadvertsaremorphedwithimagesfromtheinfamousAbuGhraibprisonto protestthewariniRaq.7Thebranddemandsanantiphonal,overlappingcalland responsepatternedsingingamongcommunicants.Itrequirescollusion, collaboration,andthewillingsuspensionofdisbelief. Asabrandthropologist,Iamattunedtomarketingmythopoeia,thecreationand perpetuationofdeepmeaningthroughnarrative.Marcomismosteffectivewhenit resonateswiththeuniversaltypesandmotifsoffolklore,witharchetypalpatterns inpoetry,withthedeepplayofculturalforms,aseachoftheseisgroundedatthe locallevelandrevealed,notthroughsimpleanthrojournalism,butthrough ethnography.8Mypresentunderstandingofbrandingisbestconveyedbyaroot metaphor. ImaginethebrandasaThaispirithouse.Aubiquitousstructureinresidentialand commercialneighborhoods,oftenmistakenbytouristsasabirdhouse,thistiny buildingresemblesatemple,andactsasadwellingforspiritsofthelandand household,whoarepliedwithoffertorygiftsbypetitionersinsearchoffavorsor assuringpledges.Thespirithouseisoftenpiledhighwithgiftsofflowers,food,and currency,leftbysuppliantsinhopeofintercessionbytheresidents.Aswillbe evidentinthefollowingpages,Iviewbrandingasthecreationofhouseholdgods, themythiccharterofourconsumerculture.Thebrandisalsoahabitatinwhich consumerscanbeinducedtodwell.Inthatdwelling,consumersdomesticatethe space,transformingit,andthemselves,toessence.Theresultingglowemanating fromthedwellingisthebrandsaura. Asthemarketersofferingmovesfromundifferentiatedhomogeneitytodistinctive differencethatis,asthebrandindividuatesconsumersexperienceboth therapeuticandsalvificresults,andgraceisreturnedtothefirmintheformsof consumerswillingnesstopayapremium,andtorepeatpurchaseovertime.Thus, thebrandisbothaphysicalandmetaphysicalpresence,aneconomicandfestive fixturethatbindsstakeholdersinamultifacetedrelationship.Itisthecorporealand noncorporealwebworkofpostmodernexistence. BiosocialPsychologyofBrands Athumbnailsketchofbrandsinevolutionaryperspectiveisinstructive.Anearly hallmarkofhumanityresidesinthesymbioticcoevolutionofthethumbandthe brain.Overmillenniaofmanipulatingobjectsintheenviron

ment,ourreacheventuallyexceededourgrasp.Inshort,theopposabilityofour thumballowedustointeractwiththematerialworldinawaythatenhanced enormouslythesophisticationofourbrain.Manualdexterityandsapience potentiatedoneanother,ourpaleolithictechnologyeventuallypermittingpeopleto makethemselves.Materialityisintrinsictothisprocess. Ashumansevolved,wedevelopedanextremelyplasticconceptionoftheself.In particular,ourperceptionsofourbodysboundariesgrewveryfluid.Thisfluid bodyboundary,soevidentatthesubatomiclevelofelectronsharing,when,for instance,werestourpalmsuponadesktop,haseventuallycometobedescribedas acyberneticself.Weregardtechnologyanditstraitsasextensionsofourselves,and weincorporatethematerialworldintooursenseofself.9Asacculturated creatures,wearenotsimplysentienceborneinmeatsacks,norwetwareencasedin hardware.Wearecyberneticsystems,simultaneouslyofandintheenvironments wemanipulate.Wearethearteffectsofartifacts.10 Artifactsareinstrumentalandexpressivemanifestationsofourhumanity. Humanityispredicateduponartifactuality,ourabilitytomakethingsthevehicles ofprojectionandintrojection.Perceptionor,rather,apperception,as anthropologistsunderstandtheculturallymediatedinterpretationofsensory input,thetheoryladennessofourfactshasaprelinguistic foundation.Artifactualityisthebedrockofapperception.Thingsliterallyshapeour abilitytothink.Thingsmakethecategoriesofculturestableandvisible.11Artifacts aresedimentedbehaviorwithwhich,inturn,wefurnishourminds,providingus viewsofrealitiesandendlessopportunitiesforremakingourselves.12 Aswehavemovedfromflintknappingtoimagineering,ourmentalinfrastructure hasbecomeessentiallypostmodernpaleolithic.Welivelessinanaturalworldthan wedoinasupermediatedworld,wheregoodshavebecomegoodtothink.13That is,weinterpretourrealitiesthroughascreenofimagesarisinglargelyfromthe artifactsmaterialandvirtualthatmarketershaveproliferated.Amongour primaryartifacts,henceapperceptualfurniture,incontemporarylife,arebrands. Ourbuiltenvironmentissuffusedwithbrands.14Weliterallyseetheworldthrough brandedlenses.Brandshavebecomepowerfulmaterialvehiclesofthoughtand emotion.15Brandnamesareamongchildrensearliestlexicalacquisitions.These lensesarelonglivedaswell. Recall,ifyoucan,theclimacticencounteroftheGhostbusters(fromtheeponymous film16)withGozzer,thedemonwhodemandstheychoosetheformoftheirown destruction,whereinBillMurrayinstructshiscomradestolettheirmindsgoblank, sotheymightavoidannihilation.ToDanAykroydsdismay,theimageoftheStay PuftMarshmallowManpops,

unbidden,tomind,andthencematerializesonthestreetsofNewYorktowreak havoc.ThemarketectureofAykroydsmindmirrorsourown.Inanerawherethe aphrodisiacalGreenM&Msbrandcharacterrunssecondinrecognitiononlyto SantaClaus(himselfabrandincarnationandpatronsaintofconsumption),anda paradeofbrandicons(RonaldMcDonald,TonytheTiger,Mr.Peanut,MissChiquita, Mr.Clean,andothers)inTimesSquarekicksoffAdvertisingWeek2004inNew York,itiseasytoimaginethehouseholdgodsofAeneas,borneoutofTroytoease theburdenofhisexile,havingbeentransmogrifiedintothissymboliceconomyof reassurance.Brandsaretheusedgodsthatfacilitateouraccommodationand resistancetothecultureofconsumption.17 BrandsasSecularRitual Brandbasedbehaviorsaretheprincipalformsofsecularritualincontemporary sociallife.18Toalargeextent,thebrandhasbeentheritualsubstratumof consumerbehaviorfromtimeimmemorial.Insofarascultureisreproducedinand throughmaterialobjects,brandinghasalwaysbeenavehicleofhuman agency.Again,anevolutionaryperspectiveisinstructive. Theoriginalhallmarkofhumanitywasoncebelievedtobetheabilitytousetools. FromthehandprintsinblownochreontheprehistoriccavepaintingsatPche Merle,tothesignedcastingblocksoftheMeidumPyramid,totherabbithaobrand oftheNorthernSong(A.D.960),tothemedievalEuropeantrademarksofguild hegemony,makershavemarkedtheircreationsasdistinctive.19Gradually,the markdefinedthemaker.Eventually,Homofaberpeoplewhomakethingswas demoted,astoolusewasdiscoveredthroughouttheanimalkingdom. Homonarranspeoplewhotellstorieshasbeenpromotedasourtruehallmark. Storytellingisnowregardedasoursignaturetalent.Consequently,anarrative theoryofbrandingisemergingamongconsumerresearchers.Effectivebrand managementinvolvesthediscovery,creation,andconstantrevisionofstories.The brandisregardedasanallegory,suffusedwithauraandtouchedbyparadox,that livesintheoraltraditionofinterpretivecommunitiestotheextentthatthebrand remainsrelevanttoconsumerscoreculturalconcerns.20 Theorizingrangesfromtopdownmodelsofcultureindustryhegemonytobottom upmodelsofbrandcommunitycreativity.21Productplacementadvancesstory lines(andavoidsconsumerire)evenasitreturnsmarketerstotheearlydaysof televisionadvertising.AmericanBrandstandtracksbrandmentionsinBillboards Top20Singleschart,asrappersembellishtheirlyrics

withverisimilarreferences.ThepolymorphouslyperverseAxemansends consumersonahermeneuticquestfortheessenceofdeodorant.Membersofthe iPodbrandcommunitypostimagesofthemselvesontheInternetmorphinginto MP3playersorlamentingthedeathoftheirmachines,ortheypostimagesoftheir playliststitledwiththenamesofexgirlfriendsornostalgichometowns.Authors suchasAlexShakar,WilliamGibson,MaxBarry,VictorPelevin,andJonathanDee, amongothers,pushKMartrealismtoitslimits,writingasevocativeandinsightful analysesofbranddynamicsascanbefoundinthescholarlyliterature.22 Revisionofreceptiontheorytorecognizetheactiveproductionofconsumptionby consumersformerlyregardedaspassive(orworse,miscomprehending)hasledto yetanothercontenderforhallmarkstatusinourbidtodefinehumanagency.Homo ludenspeoplewhoplayisaninterestinghybridoftheancestors.23When playfulnessisseenasagenticmotive,consumptionasbricolage,andlifestyleas mosaic,marketersmustbuildspaceintotheirofferingswithinwhichconsumers cancreate,innovate,anddeviateinpursuitofsatisfaction.24Themedflagship brandstoresthatharnesstheinteractivepowerofretailtheatreandretailtherapy capitalizeeffectivelyonthisludicimpulse.25 DespitethedominantdevelopmentalsequenceIhavepresented,eachofthese modesofagencyhasbeenactivethroughtime,and,asaresult,marketershave engagedbrandethosselectively.Theseagenticmotiveshavebeentrainedprimarily onthreeritualdomains:brandasfetish;brandastotem;brandaskinshipalliance. Again,theseritualdomainshavebeeninvokedthroughouttime,andnonehasa monopolyonconsumersimaginations.Each,however,impliesadistinctive orientationtowardbrandmanagement. Asanationofunchurchedseekersforwhomdenominationalreligionhasbecome increasinglyunsatisfying,andyetforwhomtheideaofaspiritualquestcontinues toprovidedirectiontolife,Americanshaveelevatedthebrandtothestatusof fetish,andnotsimplythecommodityfetishthatconcealsthesymboliccodesof capitalismfromconsumers.26RecallphotographicimagesofFreudinhis consultingroom,surroundedbyhundredsofAfricanfetishstatues,someofwhich hewouldfondleincontemplationashisclientsheldforthonproblems.Brandshave beeninvestedwiththenuminous,astheinteriorityoftheartifacthasbeenmore effectivelyunpacked.Asamakingsentientoftheexternalworld,thebrandhas becomeaportaltoexaltedexperience.Consumersemploybrandstoachievethe experiencebothoftranscendenceandimmanence,toinfusetheirliveswithalived experienceofthesacred.Theblurringoftheboundarybetweenconventional

religionandsecularconsumption,aparaprimitivepostmodernparadoxofthefirst order,isatonceasourceofculturalstabilityandculturaldislocation,asideologies contendonaglobalstage.27 Asatotem,thebrandperformsthecrucialsocialfunctionofsymbolicclassification. Itactsasbothabeaconandabadge,adashboardandabillboard.28Imaginethe majesticKwakiutltotempolesofthePacificNorthwest,whosecarvedfrogs,whales, ravens,wolves,orbearsembodynotjusttheidentityoftheclans,buttheir relationshiptooneanother.Nowimaginethosefiguresreplacedbytheswoosh,the helios,themermaid,thebullseyeorthebull,performingthoseidentical classificatoryoperations.Brandsassistindividualsintheachievementoftheirown individualidentityprojects. Thisassistancemaynotstopatsimplebrandloyaltyorevangelism.Enthusiasts haveliterallytattooedthelogosofHarleyDavidson,GibsonGuitars,andApple, amongothers,ontheirskin,effectivelyembodyingthebrand.(Atleastonesurgeon standsaccusedofbrandingthelogoofhisalmamatertheUniversityof Kentuckyontheuterusesofhisunwittingpatients).29Brandspromoteand proclaimgroupaffiliation.Thesegroupsrangefromgrassroots,populistbrand communitiesthatthriveincyberspace,toautonomoussubculturesofconsumption thatcommuneIRL,tomarketersponsoredusergroupsthatinteractat commerciallycreatedbrandfests.30Finally,thebrandcompriseseveryactionthe firmundertakes,effectivelyencapsulatingthecompanyandpresentingittothe worldasahologram.Thisisanespeciallyimportantconcerninbusinessto businessmarkets,where,toalargeextent,thefirmsreputationisthebrand.31 Thethirdritualdomainenactedthroughthebrand,whilerelatedtotheothers,acts essentiallyasthereplicationofatemplatefortheformationofrelationships.This secularritualhastodowithkinshipandtheformationofalliances.Itislessabout thepoliticalimpositionoforderfromthecultureindustries(advertising,cinema, andthelike)thanitisaboutthenegotiationofharmonyinthedomesticsphere.To theextentthatconsumerbrandrelationsmirrortherelationshipbetweenpeoplein thesocialorder,consumersimaginebrandsexistingonacontinuumfromintimacy toestrangement,fromkinship(orkithship)toenmity;brandsmaybe consanguines,affines,friends,strangers,oradversaries.32Erosionofbrandloyalty intheUnitedStatescorrespondstothepatternofserialmonogamythatisthe dominantmaritalprofileoftheday.33Thedemographeridentifiedtrendofstarter marriages25percentoffirstmarriagesterminatingwithinfiveyearswithout childrenportendsfurtherbrandloyaltyadjustments.34

 LivedExperienceasMeaningPlatform Nomatteritstypeparity,niche,mega,orquintessential;elite,dowager,ornew peer;cultoriconic;fastmovingconsumergoodsorbusinesstobusinessevery branddependsforitslongevityontheskillfulmanagementofcustomer experience.35Further,thestatusofcustomermustbegrantedtoeverystakeholder inthebrandsfranchise,whatevertheprovenance.Andwhiletouchpointsare efficientoccasionsofobservationandintervention,prospectivetouchpointsare justasessentialtotheprocessofexperiencemanagement.Rememberthatbrands aresuspendedinwebsofsignificanceonlypartiallyofmarketersownmaking.The livedexperienceofcustomers,fromwhichallthosemeaningsrelevanttothebrand arise,providestheplatformfromwhichbrandstrategycanbelaunched.Letus prefigurediscussionofprelaunchdynamicswithabriefexample. Considertherecentlyheraldedbirthoftheblingfinger.Fordecades,DeBeershas successfullypromotedalinkbetweendiamondsandromanticlove,and,in particular,diamondringsandmaritalengagement.DeBeersspends$200million annuallytoprovideconsumerswithbothmythicappealandeconomicguidance (diamondsareforever,andthepriceoftheringshouldbeequivalenttotwo monthsofthegroomssalary).Thecompanyhastraditionallymarketeddiamonds asgiftsboughtbymentobegiventowomen.36 Predictably,marketingmythopoeiahasbecomeconfoundedwithafeministcritique ofpatriarchy(thesymbolicbrandingofwomenaschattel),withashiftingpatternof maritalstability(increaseddivorcerateandnumbersoffemalesingletons),with geopoliticalintriguesinsourcing(war,conflict,orblooddiamonds),andwith thegradualerosionofgenderedeconomicinequality(morewomencontrolling greaterdisposableincome).Couplethesechangeswiththerisingtrendinmonadic givingwomenbuyinggiftsforthemselves,tobegiventome,fromme,asa proactiveconsequenceoftheperceivedfailureoftheirsignificantotherstogive themgiftsthatindicatethathereallygetsme(menoftenbeingeleventhhour orderfillersatbest,andbearersoflingerieandappliancesatworst).37Adda downwardtickinringshareofjewelry,andearlysightingsoffashionistaswearing diamondsontheringfingeroftheright(thatis,mythopoeticallyincorrect)hand, andDeBeersisfacedwithabrandingopportunity.38Canthebrandcolonizenew territorybyclaimingtherightringfinger?Recentadsstressingfemale empowerment,individualautonomy,andselfworthencouragewomentobuythese blingrings(afolklocutionliftedfromfashionforwardrapculturefora

productdesignedtolookdifferentfromanengagementring)forthemselves.Your lefthandsaysWe,YourrighthandsaysMebeginsoneappeal;Forme,myself andIbeginsanother.39 Thesourcesofmeaningstobemanagedinthisparticularcase(abusinessto businessexample,asDeBeerssellstothetrade,andthencetoconsumer,via J.WalterThompsonadvertising)areinstructive,astheyillustratethekindof orchestrationinvolvedintheinventionoftradition.Sociodemographic,geopolitical, andculturalhistoricalforcesareallimplicatedinthenegotiationofidentity projects.Totheextentthatmarketersareawareofthemultistrandednessofthe experientialwarpthroughwhichtheymustwendtheirmanagerialweft,thefabric thatisthebrandcanbewovenmoreeffectively. TriangulatingBrandMeaning Theprincipalsourcesofbrandmeaningariseinthreeprimarydomains.While thesedomainsintergradeandoverlapintheiranimationofoneanother,theyare discreteenoughforpedagogicalpurposestoprovidestrategicguidance.Bytacking betweenthesesources,themarketercaneffectivelytriangulatethemeaningsthat mustbemanagedifthebrandistobecome,andremain,relevantandresonantin customersexperience.Thesesourcesarebrandimage,brandessence,and brandscape. Brandimageistheexternalformandobservablecharacteristicsofthemarketers offering.Thisistheartifactasoffered.Itistheembodimentofthemarketers offering.Imageistheoperationalmeaningofthebrand.Itisthemeaningthe marketerhasbeenabletoinfuseintothebrand,anditisthemostsusceptibleto strategicmanipulation.40 Incurrentpractice,marketersareabletocreate(throughrepeatedintrospection, intuition,andinsight)abrandmantra,which,throughrepeatedincantation, remindsthebrandschampionofthegrailofwhichthefirmisinquest.41This fabulousformulafocusesattentionontheoutcometowardwhichalleffort,strategic andtactical,shouldbedirected.NikeprofessesAuthenticAthleticPerformance. TheUniversityofNotreDamepromisesLife,Sweetness,andHope(VitaDulcedo Spes).BurningManurgesRadicalSelfExpression.StarbucksprizesRewarding EverydayMoments.Allofthemeaningthatstewardsareabletoharnessinthe realizationofthemantra,asenactedthrougheverytraditionaldesignelementof brandidentity(fromnamethroughfitandfinishtopointofexperience),servesas inputtothecreationandmaintenanceofbrandimage. Brandessence,ontheotherhand,isthemeaningthatarisesinthecustomers creativeengagementwiththemarketersoffering.Itistheinternal

formoftheofferingthatmustbeelicitedontheground.Itisthemeaningthatisco createdandcoproducedbycustomers.Consumersinterpretationsofthebrand (alongwithallotheraspectsoftheiractivereceptionofmarketersefforts)maynot havebeenintendedoranticipatedbythemarketer,buttheymustbethoroughly understood,ifnotembraced.Brandessenceisexegeticalmeaning.42 LikeTivtribesmenstrugglingtoconveythetruemeaningofShakespearesHamlet totheresistant,classicallytrainedanthropologist,consumerstryevertoalert marketerstothepolysemiccharacterofproductsandservices.43Atransformation occursintheremakingofabrandfromanimagetoanessence,fromyourbrand (themarketers)tomybrand(theconsumers). Whileessenceisperhapsmosteffectivelyelicitedethnographically,often consumerswilltelegraphtheirownershipdirectlyinthenativizingortamingofthe brand.CocaColabecomesCoke.FederalExpressbecomesFedEx.McDonalds becomesMickeyDs.44TargetbecomesTarzhay.Consumersgoogleandtivo.They keepabandonedbrandsalive(Newton).Theywritenewepisodesformediabrands andcirculatetheminonlinecommunities(StarTrek,Xena).45Theyappropriate intellectualpropertyasasignofesteem(ordisdain)forthebrand,asmuchasfor monetarygain.Finally,customersmaypromptmarketerstoexplorethe paradoxicalessenceofthebrandthatpermitsapparentlyopposingdesirestobe satedconcurrently,suchastheVWBeetlesyokingofironyandearnestness,or Muzaksevocationofeternityandtranscience.46 Imageandessencearesuspendedinwebswhosefilamentsanchorandnourish them,andwhoseconstantpluckingencouragesthesemodesofmeaningtocross pollinateandhybridize.Collectively,thesewebsconstitutethebrandscape.The brandscapeisallaboutpositionalmeaning,asitcastsbrandsinrelationshipswith oneanother,andwiththecultureindustriesatlarge,tocreateentirenetworksof associationsthatconsumersusetolimntheirlives.47Inculturalterms,the brandscapeisthematerialandsymbolicenvironmentthatconsumersbuildwith marketplaceproducts,images,andmessages,thattheyinvestwithlocalmeaning, andwhosetotemicsignificancelargelyshapestheadaptationconsumersmaketo thecontemporaryworld.48Asmarketingandotherculturalformsart,education, religion,politics,technology,journalism,andsoongrowincreasinglyimbricated andglobalized,themeaningbankfromwhichallstakeholdersdrawgrowslarger andmorevariegatedbythemoment.49 LetusgroundthebrandscapeforamomentinChicago,thehomeofnumerous evocativeflagshipbrandstores,whichcompetenotonlywitheachotherandwith retailoutletsofmoremodeststature,butalsowithtouristattractionsofallmanner ofdescription.OnastrollthroughNikeTown,you

wouldascendfromthenaturalworld,throughtheculturalworldtothe supernaturalworld,asyoumovedthroughsuccessivevenuesthatevokedthe experienceofbeingoutside,onthestreet,inthemarketplace,inanartgallery,ina museum,and,ultimately,inasacredplaceofworship.YoursenseofNikeness wouldbesuffusedwiththeauraofeachofthesedifferentdomains,whose meaningsinterpenetrateandsynergizeoneanother.50 OnavisittoESPNZone,youmightspendtimeinthescreeningroombeforeahuge televisionmonitorflankedbybanksofslightlysmallermonitors,bracketedand surmountedbycrawlers,providingyouwithimagesofandinformationaboutan enormousarrayofsportscontestsworldwide.YoumightfeellikeyouwereinaLas Vegassportsbook(andpossiblyengageinabitofillegalgambling),oratheatre,or possiblyevenathomeinyourden.ShouldyouoccupythefrontrowThroneZone, inaplushleatherreclinertrickedoutwithsurroundsoundstereoandarmrest controlpaneltoadjusttheaudiofeed,andgazeattheimageswhilefemaleservers plyyouwithfoodanddrink,youmightloseyourselfregallyinalternatingphallic anduterinefantasies,orfeellikeCaptainKirkonthebridgeoftheStarship EnterpriseorArchieBunkerintheLaZBoy,orwishyoucouldbuyaseatlicenseas youwouldinanNFLstadium.ESPNZonenesswouldbeaboutquenchingcarnal desirethroughmultiplesensesandmediainquintessentiallyAmericanmale fashion.Onceagain,thebrandwouldbeamplifiedandconstellatedacrossarange ofmeaningdomains.51 Finally,onapilgrimagetoAmericanGirlPlace,youmightwatchyounggirlsplay withdollsmeticulouslysuppliedwithauthenticculturalbiographiesandperiod appropriateoutfits.Thesedollsthemselvesmighthavesmallerdollsoftheirown, dressedinidenticalfashion.Thegirlswhoownthedollsmightbedressed identicallytothedollsthemselves.Mothersaccompanyingthegirlsmightbe dressedinidenticalfashion.Grandmothersalongforthetripmightbedressedlike themotherswhoaredressedlikethegirlswhoaredressedlikethedolls dolls.Thesefemalekinunitswanderthestore,shopping,playing,reading,dining, conductinggroomingrituals,talkingandtellingstories,teachingandlearning,and documentingtheiroutingswithphotosandvideo.Youwouldbeobservingmemory intheserviceofpractice.Thesiteisalivewiththeintergenerationaltransferof femaleenergy,theconstantreproductionofdomesticityandthelayingdown mostfrequentlybygrandmothersofatemplateformakingfamilythatwill becomealivinglegacy.Dollmerchandisingservesastheobjectofcontemplation, evokingconceptsofgenderandfamilythatrangefromretroethnicitytofuturistic geneticengineering,fromEdentoStepford.AmericanGirlnesswouldbeabout convergenceandindividuation

ingenderprojectsastheybearonculturemaking,onceagainramifiedthrough multiplegenresofnarrative.52 Ineachoftheseexamples,themarketerandthecustomerdrawfromnumerous culturalwellspringsofmeaningtoinformtheirunderstandingsofthebrand,while thebranditselfisfungibleorsyncreticintermsofthemeaningfloatingfreelyinthe experientialportfoliooftheculture.Aligningthemeaningsacrossstakeholdersand domainstoensureconsistentinterpretation,orcoordinatingthedifferencesin meaningsacrosssegmentswhenconsistencyisdeemedirrelevantor counterproductiverequirepainstakingattentiontothebrandscapeinwhichthe managedmeaningwilleventuallyhavetoplay.53Ameaningauditcanenhancethis managementimmeasurably. ConductingaMeaningManagementAudit Whileacomprehensivegraspofallthesourcesofmeaningavailabletothe marketerwillproveelusive(andprobablyillusiveaswell),itispossibletospecify somemostlikelyprospectsfornuancedunderstanding.Iidentifysevencategories andcorrespondingpracticesthatcanassistinaconscientiousauditofbrand meaning.Thesepracticescanthenbemappedagainstconventionalcanonsofbrand analysis(e.g.,brandequity,function,idealdesign)toprobethewaysinwhich standardaccountsandmetricsmightbenarrativelyenriched.Asthemeaning managerinevitablystrategizesinmediasres,andbecausetheprintmedium preventsthesimultaneouspresentationofthesecoequalcategories(onaMobius strip,asIwouldprefer),Itreatthemcumulatively,notserially,inthefollowing pages. ArchetypalMythography Thisisanultimatesourceofbrandmeaning,andrequiresthestrategistto cosmologize.Thatis,themeaningmanagermustlearntocoaxanimpliedspider thosefoundationalexperiencesallhumansshareandwhichstorytellershave,from timeimmemorial,usedastheverystuffofmythmakingtospinfilamentsthat wirethebrandintoourwayofapprehendingreality.54Wemustbereminded constantlyofthewaysinwhichbrandsarewoventhroughthefabricofour experientialuniverse.55Meaningmanagersimbuethebrandwitharchetypal qualities(e.g.,findtheheroinNike,theoutlawinHarley,theloverinHallmark), metaphysicalpresence(e.g.,thedemonstrationofCokeastheRealThing,Allstateas theGoodHands,VisaasEverywhereYouWantto

Be),andprimalnarrativity(Appleasirresistibleforbiddenknowledge,American Expressascompanionspirit,ConAgraascornucopicabundance).56They synthesizethedeepmemesthatbecomemythandhelpcustomersdiscerneternal frommerelyempiricaltruth. CulturalBiography Culturalbiographyisthelocalsourceofmeaninginaglobalmarketplace,a diachronicaccountofthebrandasitevolvesinconcertwiththeforcesofsociallife. Itisalifehistorynarrative.57Itrequiresthestrategisttohistoricize.Thatis,the meaningmanagermusthaveapanoramicviewofthebrandasitevolvesovertime, andadeepunderstandingofthechangingsocioculturaldynamicsthatshapethe brandsroleinthelivesofconsumers.Here,agenerationalorgenealogical metaphormayguideinsight;ametaphorbasedonzeitgeistorpistmemayalsobe appropriate.58Theguidingprincipleissimplythattemporalethosaffects profoundlythewayabrandisinterpreted. Trademarks,referencefigures,andspokespersonsareinstructiveinthisregard. BettyCrocker,thehumanfaceofGeneralMills,haschangedmarkedly(althoughshe isstillwithintheboundsofeffectiveintegratedmarketingcommunication)over generations.Throughanearlytwentyfirstcenturylens,herincarnationshave includedanapparentlystern,matronlygrandmother,alighterheartedmotherly JuneCleaverlookalike,acompetentandslightlycoquettishbusinesswoman,and, inhercurrentvisage,acomputermorphedcompositeAnglo/Afro/Hispanic/Asian American.Thismetamorphosisreflectsthechangeinculinarystylesfromtime consumingnutritiouscookingfromscratchtotheascendanceofcomfortfoods,to themodularcookingmealsolutionsera,totheriseofethnicandfusionfoodways. Socialforcessuchasdecreasingandincreasingratesoffemaleparticipationinthe paidlaborforce,involvementofmalesinhouseholdcookingresponsibilities,time famine,ethnicresilience,andtheneedforprojectiveidentificationinaneraof multiculturaldiversityarealsoreflectedinthesechanges.AuntJemima,thesyrup icon,hasundergoneasimilarmetamorphosisastheclimateofclass,race,and genderrelationshaschangedovertime.SoalsohavetheBrawnyManandcountless others.

EverydayEthnography Everydayethnographyisthephenomenologicalsourceofbrandmeaning,a synchronicaccountofthebrandasitfiguresinthequotidianlifeofthecustomer.It requiresthestrategisttocontextualize.Thatis,agroundedunder BrandMeaning standingofbehaviorsastheyactuallyoccurnot,asismostoftenthecase,as managersbelievetheyoccur,orasconsumersrecalltheyoccurasthebrand comesintoplayincustomerexperience.Heremeaningarisesinthecourseofday todayliving,anditisherethatthelivedexperienceofthebrandisrevealed.59 Ethnographicconsumerresearchreversestheanthropologistsmandatetomake thestrangefamiliar(i.e.,interprettheexoticbehaviorofdistantothers):Thebrand strategistmustmakethefamiliarstrange.Everydayrealitymustbeviewedthrough anovellens,highlightingthetakenforgrantedandtranslatingconsumerbehavior intohumanbehavior.Groomingandpurificationritualsinforminteractionwith faucetsandfixtures,detergentsandemollients.Palpating,hefting,sniffing,and tastingbehaviorscharacteristicoftheproduceaislearereproduced(oftencovertly) byanxiousnewmothersinthebabyfoodaisle,suggestingmodificationsto packagingandlabeling.Theefficacyofbrandingfordoorscanbestrengthenedby drawingonconsumersearliestexperienceofdoors,whichischaracterizedby feelingsofisolation,anxiety,andanomie,bydepictingdoorsinadvertisinginan opencondition,withpeopleontheothersideofthethreshold.60Refrigerators, ethnographicallyreconceivedasbeingonlysecondarilyaboutrefrigerationand storage,becomethesoulofthesmarthouse.Thecontextinwhichbrandbehavior unfoldsisembeddedwithmeaningsessentialtothecustomerspersonalnarrative. UtopianCartography Thisisanimportantaspirationalsourceofbrandmeaning,aprojectiveaccountof thebrandasitattemptstocolonizethefuture.Itisarcadianincharacter,and representsafantasticideal(theconsumptionimaginary,suchastheAmerican Dream)towhichthebrandactsasaportal.Itrequiresthestrategist(withapologies bothtoBobDylanandDonKing)toprophesize,togiveconsumerswhattheyreally want.61Whetheritiscalledtrendspotting,coolhunting,futurology,orscenario planning,ittasksthestrategisttoreadshiftsinvaluesandlevelsintheaesthetic edgeinanefforttoanticipatethetrajectoryoftheculturesworldviewandethos.62 ThestrategistmustanswerMicrosoftsquery,Wheredoyouwanttogo tomorrow?,today,andbuildtheresponseintothebrand.Canthebrandspeakto Bobosinatransformationalfuture?63CanitreconciletheprioritiesofBoomers, Thirteeners,andMillennials,ormustitassumeamultiphrenicimagetoprosper?64 WillthedriversofNewLuxuryfounderontheshoalsofmassaffluence?65 Shouldntsoulsearching,culturalinfidelity,bunkering,and

valuesvertigoaffectthefinancialservicesindustryasmuchasthetourismin dustry?66Mightthetwentyfirstcenturycontestbetweencrusadersandjihadis altertherolesofmarketingandconsumptionintheevolutionofcultural nationalism?67Towhatextentcanallbrands,regardlessofindustry,heedthe directivetonurturenature?68Perhapsthemostinstructiveexampleofarcadian meaningmappingonthecontemporarymarketingsceneistheriseofretro branding,asexemplifiedbythesuccessofsuchbrandsastheVWBeetle,theStar Warsfranchise,Quispcereal,Airstreamtrailers,Charliecologne,andmostrecently, StingRaybicycles,ingoingbacktothefuture.69 BrandIconography Brandiconographyisanimmediatesourceofmeaning,aninstanceofKantsthing inthething.Itistheaffectingpresenceofthebrand,asmanifestedinthetotalityof designdimensionsthatrenderthemarketersofferingasitis.70Itrequiresthe strategisttotangibilize.Thatis,theexperienceofthebrandmustbemadepalpable fortheconsumer;thevirtualmustbecomeactual. Atangibilizedbrandhasbothacognitiveandvisceralrealityfortheapprehender. Sensationhelpsreifythebrand.VisualizeBigBlue.SmellChanelNo.5.Touchthe gripsofOxotools.TasteAltoids.HearthesoundofIntelinside.Themoresensesthe brandengages,themoretangibleitsexistenceistothecustomer.Visitanyflagship brandstoreforcomprehensivesensoryengagement.Abrandhasnumerous affordances,thosepointsofmentalandemotionalacquisition.Artifactuality,name, tagline,logo,packaging,website,corporatearchitecture,retailatmospherics, advertising,andcommunicationmediaarejustafewoftheseaffordances.71 SemioticChoreography Semioticchoreographyisanintimatesourceofmeaning,arisingfromandtailored totheexperienceofindividualsinasegment.Itrequiresthestrategistto customerize.Inordertosuittheidentityprojectsofsegmentmembers,thebrand mustresonatewithauthenticity,withtheabidingrightnessofitsfitwitha customerslifestyle.Itiscustomerrelationshipmanagement(CRM)atthe individuallevel,thesoulofthedatabasethattouchesthetailsaswellasthecurve.It isthestickinessthatfacilitatesprojectionandintrojection,themirroringthat catalyzesthetransformationofabrandtomybrand.Itisthereinforcingofthe identityprojectateverytouchpoint.72 ThissemiosisissuccessfulwhentheconsumerregardsthebrandandsaysItsme; thebluecollarintegrityofCarharttworkgarments,supported

 withpopulistadvertising;theupscaleexoticismofJ.Petermanfashiongarments, supportedwiththeironicadvertisingcopythatreadslikeabodiceripper;the ingeniousengineeringofVictoriasSecretlingerie,supportedwiththeerotic advertisingimagerythatenflamesdesireacrossgenders;Amazonspromptingof otherbooksyoumightlike,basedoncurrentpurchaseprofile;Starwoodsretention ofguestpreferencesforthecustomizingofrepeatbooking;loyaltyprograms.These exampleseachembodytheeffectivetailoringofthebrandtotheindividual. Sometimessemioticredactionisthepropercorrectivetopursue,especiallywhen thecultureexperiencesseismicshiftsinmeaningdomains.Inthewakeofpopular animatedfilmssuchasAntzandABugsLife,whicheffectivelyrepositioned householdpestsaslovablypersonifiedquasipets,pestcontrollersOrkinfoundit necessarytoreanimateinsectintruders,endowingthemwithhorrificandferocious qualities,inordertoovercomechildrensobjectionsthattheirparentswere engagedincuteicide. MoralGeography Moralgeographyistheprimarycommunalsourceofmeaning.Itisthetribal dimensionofauthority.Itrequiresthestrategisttoevangelize.Thatis,themeaning managermustharnessthecollaborativeandconsultativepotentialofbrandco creationandproduction,tofacilitatetheemergenceofproselytesamong customers,andtoabettheflourishingofbrandcommunitiesandsubculturesonthe groundandintheether.73 Innarrativeterms,thisabettingcantaketwoforms:thetheftoffireandthegiftof starterdough.Theformerentailsapassivemonitoringandrecyclingofmeaning elementstothegroup,allowingittomaintainitspopulistautonomyandnonmarket ethos.Thelatterentailsanactiveinvolvementwiththegroup,anencouragingofthe grouptoacceptthefirmasapartner,andengagementthatbordersonsponsorship. Illicitlurkinginchatrooms,flyingfalseflagsonbulletinboards,andother unwelcomeinteractionfromthefirmcanbeviewedas,andoccasionallyresultsin, ahostiletakeoverbythebrandofourbrand,acooptationofcommunityby corporationthatsubvertsthemoralauthoritythebranddesirestotap. Mappingthesemeaningmanagementdirectivesagainsttraditionaltemplatesof branddynamicscanprovideveryspecificguidanceforthestrategist.Forexample,a thoroughauditofthebrandscompositemeaningits_____ness(e.g.,Cokeness, Chevyness,Sonyness,etc.)quintessentiallydistilledmightbeginwithan analysisofthedimensionsofequity,assuggestedinFigure3.1.74TheGoodHumor brandmightprospectfornarrativepoweralong

Figure3.1_____nessthroughEquity EquityDimensionAuditItemLoyaltyAwarenessPerceivedQualityAssociations ProprietaryAssets Cosmologize Historicize Contextualize Prophesize Tangibilize Customerize Evangelize theproprietaryassetdimension,byfocusinganalysisandinterpretationonits deliverytrucks(atackUPSmightfollowinadistinctlydifferentdirection): Divinity HornofPlenty PandorasBox PiedPiper Ubiquity Instantgratification Iceberg Oasis Nostalgia Retro Holisticsensoryengagement Diversity Neighborhood Infantileregression Thegoodparent Alteredconsciousness Buzz Childrenbecomingmarketcriersandpitchers Eachcellaffordsadistinctivewayofimaginingbrandmeaning.Astrategistmight seekdeepinsightintothefunctionalqualityofabrands

appeal,assuggestedinFigure3.2.75Askingtheanalyticalquestion,Whatisthe brandsupposedtodo?andexpectingapithyresponse,ameaningmanagermight probetheseductiondimensionforitsnarrativepowerinunderwiringthe VictoriasSecretbrand: Paradoxgoddess Angel Succubus(orincubus) Pygmalion Happyhooker Happyhousewife Mom Modelsandmodes Foundationandfaade Engineeringmarvel Prosthetic Secondskin Mysteryandfantasy Chrysalis Catalogaswishbookredux Buzz Commercialsandwebcastssparkdiscussionanddebate.Somecatalogmodels becomecelebrities,othersareendowedbymalereaderswithpetnamesand storylines. Figure3.2 _____nessthroughFunction FunctionalDimensionAuditItemInformationDifferentiationSeduction Cosmologize Historicize Contextualize Prophesize Tangibilize Customerize Evangelize

Designinganidealbrandmightinvolvethestrategistinadetailedexploration oftheaestheticdimensionofmeaning,assuggestedinFigure3.3.76Narrative powerforabrandlikeEvianmightbederivedfromartisticexplorationof meaning: FundamentalityAboriginalityAquavitaPurityOceanicmergerMountains GlaciersCarvediceCeruleanvastnessHomophonicwithavian,hence associationswithwingedgrandeurAnagrammaticstigma:naveLuxuryand indulgenceConspicuousconsumptionMilkbathsandbathtubginFacial spritzersandpersonalfanatomizersBuzzfromaffecttoderigeur Figure3.3 _____nessthroughIdealDesign DesignDimensionAuditItemFunctionsBehaviorsAesthetics Cosmologize Historicize Contextualize Prophesize Tangibilize Customerize Evangelize

 Bottlescomeinmultiplesizesimprinted,incised,andengravedtoconveyallthese meanings,surmountedwithapinkcap,torecallourultimatesourceofrefreshment, replenishment,andindulgence:Mom. Whatevertemplateischosen,brandmeaningismostthoroughlyexploredby mappingthemeaningpracticessystematicallyagainstthetemplatesmeaning dimensions.Alternatively,asimplefreelistingofdomainspecificmeanings, accompaniedbyakindofspreadingactivationchartingoftheassociationevoked (denotativelyandconnotatively)bythelisting,willalsoproveenlightening,aswill asubsequentcrossdomainchartingofoverlapsandmeaningmigrations. Forexample,theLevisbrandiscosmologicallyanchoredinanexplorer archetype.77ItencompassesentrepreneurialAmericana,fromtheGoldRush throughtheculturalrevolutionofthe1960s,tothenanotechcyborgmillenniumof smartfabrics.Itcomprisesindividuality,authenticity,andthequintessential extendedself.Itanticipatesandreinforcesdisruptionssuchasthecasual workplace,anditmustcreativelyrespondtoonessuchastheemergingmasstige market.Itshapesandreflectsthehumanformwithstylishfitandfinish.Itmarries itsmodelstopersonalnarrativeofgreatprojectivepower,tappingcultural narrativesofsexinessacrossthespectrumofgender(straight,gay,and androgynous).Itisemblematicofyouthsubcultures,workingclasssubcultures,and intelligentsiasubcultures,investingtheconceptofauniformwiththeparadoxically customizedcast.Thebrandscorevaluesempathy,originality,integrity,and courageradiatefromeachmeaningcodeandramifythroughouttheconstellation ofmeanings,inwaysthatsuggestamultitudeofmanagementoptions.78 Insummary,thepracticaloutcomeofanauditisacomprehensiveinventoryof meanings,clusteredbycategory,thatmanagerscanusetoguidethedesign, positioning,communication,andrejuvenationofthebrandatanypointintime.This guidancemightbeparticular,asinasimpleadjustmentofnuanceinasingle category,orholistic,asinathoroughgoingoverhaulacrossallcategories;itmight bedevotedtoasinglebrandoranentireportfolio.Letmeillustratetheaudit outcomewithonelastexample. Coffeehasperenniallystraddledthecommoditybrandboundary,thetuneofits dialecticaldancecalledbyimaginativemarketers.Coffeeisamongthekeysymbols ofcontemporaryconsumerculture.79Itisprincipalamongourhouseholdgods, andtheritualsubstratumofmuchofourinterpersonalinteraction.Themeanings availabletomanageanyparticularbrandsownershipofcoffeenesscanbe convenientlychunked.

Cosmologized,coffeeisfoundationalandfundamental.Itisprimamateria.Itissui generis.Itisaquavitae.Historicized,coffeehasrangedfromasacramentalaidto prayer,toacallforcommunitas,toatonicstimulantfuelingwork,toasedative hypnoticpromotingrelaxationandescape,toapersonalindulgenceontheorderof rewardandtherapy.Contextualized,coffeeisasitemagnetandabeaconproduct, emplacinghomeynessanddomesticity,andsacralizingthirdplaces;itembodies socialityandbonding,evenasitservesasariteofpassageinaconsumers individuation.Prophesized,coffeeisthequintessentialgift,toothersandtooneself; itisavesselofthedonorsessence.Tangibilized,coffeeisapoliticallycorrect psychotropic,awakening,engaging,andchallengingallthesenses,invitingacultof connoisseurshiptounpackandappreciateitscomplexcharacter.Customerized, coffeeisaRorschachroast,thetouchstoneofidentitywhoseintimate idiosyncrasiesarerediscoveredwitheachsip;itisthesensorystimulationdriving theguiltypleasureofa*$,orthequestforthegodshot.Evangelized,coffeeisa globallocallightningrodofthirdworldemancipation/immiseration,of independent/franchisedfreehold;itisaprimerofcabal,klatsch,andconvocation. Thusinventoried,coffeeadmitsofmanybrands,distinctlypositioned.Meaning clustersabound;sacramentality,sociality,sensuality;individuality,idiosyncrasy, indulgence;cost,class,connoisseurship;pace,place,politics;time,transformation, therapy.Anyparticularmeaningmaysuitthebrandsimageandessence;any particularclustermaybeinvokedtolocateandfixitinthebrandscape.Recallone lasttimethatmeaningmanagementisadynamicprocessthatmustincorporatethe creativeinputofconsumers. Failuretocheckthemarketingimaginationagainstconsumercreativitycantarnish thebrand.Toyotaoutragedanentiresegmentofconsumersbypresentinga putativehomageostensiblytotheirhipusers,agoldminiatureRAV4sportutility vehicleembeddedinthefronttoothofananonymousAfricanAmericansmile,as theknowingwinkofastreetsmartpartner.Consumersobjectedstronglytothe rapethosallusionasanexerciseinstereotypification,ratherthanasanexercisein insiderbonding.SoalsodidAmericanGirlin2005evoketheireofHispaniccritics inChicago,whoresentedtheimplicationsofabiographicaldetailofitslatestdoll, MarisolLuna.MarisolshomeneighborhoodofPilsen,aMexicanAmericanenclave inChicago,wascharacterizedbyhermotherasadangerousplaceforchildrento growup;thefamilysubsequentlymovedtothesuburbs.Awellintentioned acknowledgmentofdemographictrendsintheserviceofverisimilitudequicklyand rightlybecomesaflashpointforidentitypoliticsinapluralsociety.Marketersmust recognizethatmeaningishighlycontextual,andthattriangulationisessentialto avoidalienatingthoseconsumerstheylongmostardentlytowoo.

Conclusion Intwentyfirstcenturyperspective,brandsareanexperimentinmemetic engineering.Theyencodeandengenderthemeaningsthatsustainourcultureof consumption.Toaverysubstantialdegree,humanbehaviorismarketplacebehavior. Inevitably,BrandsRUs,withallthesocial,political,andethicalcomplicationssuch identificationimplies. Brandstewardsmustbecomeastutemeaningmanagers,iftheirchargesareto becomethekindsofculturalbuildingblocksthatensurenotonlymereprofitability, butalsothelongtermadaptabilityofthespeciesitself.Accommodatingand resistingthismanagementaretheprincipalpreoccupationsofourpostmodernera. LetmereturntotheritualandevolutionaryorientationswithwhichIbeganthis chapter,tobringthesethemesfullcircle.Apersuasivecasehasrecentlybeenmade fortheemergenceofanewhallmarkofhumanity:homoquaerens,thatis,people whoseek,orsearch.80Wisdom,handiness,storytelling,andplayfulnessmay ultimatelybeharnessedintheserviceofourintrinsicinclinationtoquest.While questingmayassumemanyforms,thequestformeaningispreeminentamong them.Thisparticularquestisajourneythatbrandswerebredtoundertake.Brands shapeandreflectourquestformeaning.Theyareoftenthelodestarandthe destinationinournomadicwalkabouts.Brandsreinforceandchallengeour foundationalnotionsofthereal.Brandsfixandfocusoursearchformeaning,aswe parseourseekingacrosstheinstitutionsofculture. Thewellspringsofbrandmeaningarebothfiniteandinexhaustible.Thesesources arereadilyidentifiedandtapped.Harnessingthemintheserviceofmarketing strategyisthemanagerschallenge.Bytappingthenarrativeandperformative powerinherentinthesesourcesinacollaborativefashionwithstakeholders, marketingmanagerscancreateandsustaintrulymeaningfulbrands. JohnF.Sherry,Jr.,aprofessorofmarketingattheKelloggSchoolofManagementfor thepasttwodecades,iscurrentlytheRayW.andKennethG.HerrickProfessorof MarketingattheUniversityofNotreDame.HereceivedaBAfromtheUniversityof NotreDameandanMAandPh.D.inanthropologyfromUniversityofIllinoisat UrbanaChampaign.


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