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the logos of brand
Lo·gos (lô’gôs’, lŏg’ŏs’) n. In Christianity, in Saint John’s Gospel, especially in the prologue (1:1-14), the creative word of God, which is itself God. Also called Word. Even without the theological hermeneutics marketers are keenly aware of the powerful creative potential of brands, and of their public face, the logo. But brand is much, much…
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The customer is not always right… no matter what he says
Those who stress negotiated meaning argue that the meanings of texts are neither completely predetermined nor completely open, but are subject to certain constraints. Some commentators refer to influences on the process of making meaning such as ‘a preferred reading’ – which may be represented in the text as ‘an inscribed reader’ or may emerge…
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Constructivist arts marketing
I believe that the meaning which defines the relationship between the attender (consumer) and the venue is constructed by the attender, in partnership with the marketer. The meaning emerges from the interplay between the text (the brand, marketing and promotional activity) and the desires, beliefs and attitudes of the audience member. The next few posts…
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Why did you ask me that?
There are substantial dangers to asking the wrong question at the wrong time, and I’m not just talking about proposing here. Developing audiences is like a courtship, a finely tuned ballet in which stages are involved, stages of trust and engagement. You wouldn’t propose on the first date, you might never tell your partner your…