The old manager and the sea: Steering branding the Hemingway Way

Stephen Brown

Business Horizons, 2022, vol. 65, issue 4, 417-425

Abstract: One hundred years ago, Ernest Hemingway set sail for France, determined to make his name as a world-renowned writer. Conscripted by the Lost Generation literary crew, he cruised to everlasting fame and the kind of fortune few authors acquire. Neither of these was an accident, because Hemingway was a swashbuckling businessperson who intuitively knew where the treasure was buried. Piratical at times, he possessed a set of personal attributes that helped him become a brand-name author before branding as we understand it began. A century on, these attributes are evident in, raise questions about, and provide a maritime metaphor for manifold brands. In a world that has lost its way, Hemingway's Way is the way to go.

Keywords: Branding; Hemingway; Centenary; Simile; Seven Cs (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:bushor:v:65:y:2022:i:4:p:417-425

DOI: 10.1016/j.bushor.2021.05.002

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