Brands and narratives ; brands and the cultural collective unconscious

How brands use the contemporary cultural collective unconscious) distances itself from both a type of «strategic» accompaniment approach and from brands with a virulent diatribe to supply instead a detailed analysis and decoding of the brand issue.The book examines the nature of the links between brands and culture while at the same time examining the consequences of the grow- ing hegemony of the brand over the object, of the image over the product and the grow- ing dis-incarnation of the object to be consumed.