Love the Doing

Michael Beverland
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Michael Beverland: RMIT University

Chapter Chapter 6 in Building Brand Authenticity, 2009, pp 103-120 from Palgrave Macmillan

Abstract: Abstract Ayn Rand’s classic 1943 [1994] novel The Fountainhead involves two characters of relevance to our discussion on authentic branding. The novel tells the stories of two friends and architects — Peter Keating and Howard Roark. In the first two-thirds of the novel, Keating rises to prominence, winning large commissions, fame, fortune, and a trophy wife. However, Keating’s success is an illusion — his buildings are mere copies of previous designs or those he stole and adapted from his friend Roark. His happiness is also an illusion — he gives up the love of his life twice (his painting and childhood sweetheart Katie), marries a woman who despises him, and knows in his heart he is a parasite. Rand originally titled her novel Second Hand Lives because Peter puts aside his own beliefs and desires and instead adapts to the views and demands of others.

Keywords: Pinot Noir; Fashion Brand; Chief Marketing Officer; Brand Authenticity; Boutique Hotel (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-25080-2_6

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DOI: 10.1057/9780230250802_6

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