Prof. Benoît Heilbrunn at Universidad de los Andes – 29 June 2017

“The cultural contradictions of branding”

Benoît Heilbrunn

Full Professor of marketing and branding

at ESCP Europe

Paris, France

 Date: Thursday, June 29th, 2017

Time: 12:30 p.m. – 1:50 p.m.

Brands have often been analysed using a consistency paradigm according to the classical ideology of marketing which has spread worldwide since the 1950s. The positioning construct and the use of USPs have largely encouraged this monoaxial vision of brands and branding.

Anyhow, brands have to integrate three expectations of the social, political and cultural spheres which are efficiency, equality and personal fulfillement as pointed out by Daniel Bell in the late 1970s. We will thus develop the idea that cultural branding means the resolution of contradictions which define society as well as  indivivuduals. In other words, we will raise the question of whether capitalism does not make us crazy.

Benoît Heilbrunn is Full Professor of marketing and branding at ESCP Europe and the scientific director of the “Marketing and Communication” specialized master. He holds a PhD in Marketing from Université Paris – Dauphine, and has studied philosophy, semiotics and marketing. Moreover, he is Professor at the IFM (French Institute of Fashion). He has published more than 10 books and 50 articles on consumption, branding and design management. During his professional career, he has participated as marketing and branding consultant for various companies.