Organizations can be seen as discursive places where language practices (developing, telling and restoring stories) flourish. Individuals usually develop their identity in this space, being influenced (choosing alignment or choosing counter-identity) by meta-stories told at the organizational level through brand identity or corporate identity. This article aims at identifying the link between the micro type (individual) and macro type of identity (brand and corporate identity). In particular, our work focuses on the impact and the risk of storytelling when developing theses links.
The Story Behind Identities: From Corporate Discourse to Individual Recognition
Imagine: A brand, an individual and that might be the very beginning of a story ..... This story is about the immersion of the individual throughout the brand universe. It is about their respective ability to create links and to find a way to understand that meaning. The story suggests there is beginning, middle and end, probably, or not, as it is for the transgenerational brands. It sounds great, but there it is no doubt that, as Heilbrunn (2002a) pointed out, consumers just want all and anything.IDENTITY AND BRANDINGFrom authenticity to most audacious innovations, from artefacts to hyper thematized environment, the consumer is in a quest, making senses while looking for an identity as well as entertainment. He's living consumption as a mean to experience emotions, sensations, to assert him, and to create some links.Throughout this quest and as an engine of consumption, branding management plays a strong role in pr...