Abstract
We must deconstruct, of course, but on condition that we also reconstruct. There is no lack of research that can help us to forge a better understanding of the notion of identity. This research is equally fertile when it is transferred to the world of brands, where it makes possible a stimulating redefinition of brand identity.
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Notes
“Karl Popper the great philosopher of science, once divided the world into two categories: clocks and clouds. Clocks are neat, orderly systems that can be solved through reduction; clouds are an epistemic mess, ‘highly irregular, disorderly and more or less unpredictable.’ The mistake of modern science is to pretend that everything is a clock, which is why we get seduced again and again by the false promises of brain scanners and gene sequencers. We want to believe we will understand nature if we find the exact right tool to cut its joints. But that approach is doomed to failure. We live in a universe not of clocks but of clouds.” J. Lehrer, author of Proust was a Neuroscientist, Mifflin Harcourt, 2007, in scienceblog.com, June 2010.
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© 2013 Marie-Claude Sicard
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Sicard, MC. (2013). Redefining Brand Identity. In: Brand Revolution. Palgrave Macmillan, London. https://doi.org/10.1057/9781137019493_4
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DOI: https://doi.org/10.1057/9781137019493_4
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