By Sarah Banet-Weiser
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Additional resources for Authentic TM: the politics of ambivalence in a brand culture
But because there is tremendous unpredictability in consum er culture in terms of what brands wifi actually inspire loyal relationships , marketers and branders are often anxious and insecure about which brands will succeed and which will fail. The relationship between brands and consumers needs to be constantly made and remade, and this continuous process creates yet another demonstration of the ambivalence in brand culture s. ” One strategy in . 60 BRANDING THE POSTFEMINIST SELF BRANDING THE POSTFEMINIST SELF securing this relationship involves collapsing brand strategy and personal identity; The collapse between business brand strategy and personal identity construction that these marketers assume has logic in an economic context where the individual is privileged as a commodity and where cultural and social life is increasingly organized and experienced through the terms and conditions of business models.
Instead, not unlike other ways of objectifying young women, these comments are nearly always a one-way discussion, in which the producer absorbs these judgments but has little venue to respond to them. In some ways, in a manner similar to the notion of what McRobbie calls “feminism taken into account:’ the YouTube context (including both posting videos and supplying feedback) also provides a platform for the self-branding of girls and young women based on what Dean calls the “fantasy of empow erment:’ Yet, alongside the position of the Internet as a key component in 53 a gendered economy of visibility; there is another, more subtle issue here.
In short, you are a brand.. savvy professionals, businesspeople, and entrepreneurs are also using self-, or personal, branding, so that they can be more successful” The self-brand, as the branding strategists continually remind us, is a complex relationship one has not only with the outside world but also within oneself. ” Brand strate gists emphasize that businesses employ brand management principles and techniques by focusing on building relationships betwee n products and con sumers. ” Brand strategists and marketers desire the brand relationship to be the most loyal kind of rela tionship for an individual—indeed, the entire brand industr y, composed of brand marketers, strategists, and consultants, depend s on this relationship being understood as both profound and loyal.
Authentic TM: the politics of ambivalence in a brand culture by Sarah Banet-Weiser
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