With a background in the humanities and an eclectic bookshelf behind me, my eyes are firmly focused on innovative ways of managing organizations. the aim of my work is to stretch the organizational imagination of practitioners and scholars alike. PARAPHRASING ALBERT O. HIRSCHMAN, I AM interestED in what is possible - NOT WHATis probable.  

Think Different: On Studying the Brand as Organizing Device

The purpose of this essay is to analyze the brand as an organizing device that structures not only the sphere of consumption but also that of production. The essay takes its point of departure in an analysis of values. It suggests that values are a correlate of valuation devices and that these evaluation devices constitute a semantic space that is called, for want of a better term, “brand.” The brand as a semantic space makes values visible, providing a platform upon which claims, calculations, and categorizations compete, collide, and sometimes coalesce. The essay concludes by discussing the implications of this argument for, among other things, the higher education sector.

Brands beyond good and evil?