Inventing Brandscapes: From a talk at Insead – May 1999 [Michael Wolff]

Editor: Michael Wolff
Publisher: The Fourth Room
Publication: 1999, First Edition
Binding: Softcover, saddle-stitch
Pages: 24
Size: 148 x 210
Text: English

(Introduction) 'ALTHOUGH I don't always notice them, I make, file and update evaluations and judgements about everything and everyone around me all the time. I never stop. My 'brand creating' mechanism is open for business 24 hours a day.

Right now, you are a 'they' for me and I am a "he' for you. I've already attached my pre-conceptions of Insead onto you. In addition, because this lecture room' reminds me of grim childhood films about medicine, I feel I should be dissecting a human body to get your attention and not talking to you about something as ephemeral sounding as brands...'

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