Post-place branding as nomadic experiencing
George Rossolatos ()
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George Rossolatos: Kassel University
Place Branding and Public Diplomacy, 2018, vol. 14, issue 4, 285-304
Abstract This paper introduces post-place branding in the context of the post-representationalist turn in marketing research by drawing on Deleuze and Guattari’s (A thousand plateaus: capitalism and schizophrenia, University of Minnesota Press, Minneapolis, 1987) theory of nomadology. By engaging critically with fundamental concepts in the place and destination branding literature, post-place branding offers an alternative perspective to entrenched definitions of subjectivity, place, and event experiencing, by effecting a paradigmatic shift from processing monad to nomad, from event as symbolic structure to micro-events, from pre-constituted place to spacing in the process of de- and reterritorializations. Post-place branding is illustrated by re-imagining the brand architectural components of the experiential events of 70,000 Tons of Metal and The Boiler Room. The analysis culminates in a metaphorical modeling exercise that draws nomadological guidelines for brandcomms’ message strategy.
Keywords: Place branding; Destination branding; Nomadology; Territorialization; Metaphorical modeling (search for similar items in EconPapers)
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