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"Nice" Capitalism
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$ 31.79
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| Item Number |
1916318 |
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Item Description...
Product Description
"Nice" Capitalism ,traces the secret correlations of "Nice Brands", "Nice Capitalism" and "Happy Nations", and reveals why the European economic model with it's "Human Ethos" is surpassing America.
Costas Kataras reveals the secret relationship of people and their psyche with brands, and uses brands as a prism for the identification of emerging mega-trends in the metaglobalization economy.
On the economic and business level, the book explains why a number of emerging forces could have devastating effects on brands and lead to the rise of a new species of brand, "Nice Brands" and "Nice Capitalism", two developments that are clearly interrelated, as the book explains, which usually lead to happier people and more "Happy Nations", particularly in Europe.
On the human level, the book describes how the individual in search of a true meaning of life and in pursuit of happiness, is shifting away from a materialistic culture imposed externally by the brands' pseudo-authority, which is even taking control of brands themselves and, finally, how this phenomenon is moving things towards a greater level of human autonomy.
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Item Specifications...
Pages 184
Dimensions: Length: 9.1" Width: 6.1" Height: 0.7"
Weight: 0.95 lbs.
Binding Hardcover
Release Date Jul 22, 2008
ISBN 1436344891
EAN 9781436344890
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Availability 100 units.
Availability accurate as of Feb 07, 2012 02:40.
Usually ships within one to two business days from La Vergne, TN.
Orders shipping to an address other than a confirmed Credit Card / Paypal Billing address may incur and additional processing delay.
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Product Categories
Reviews - What do our customers think?
 | Make no Mistake: This is a Stunning book on Advertising and the Future of Brands Oct 5, 2008 |
Costas Kataras's " NICE CAPITALISM- A Secret Journey to the Death of the Arrogant Brand" presents a dangerous idea and provides a stick of dynamite in the modern corporate world.
And make no mistake: this is not necessarily a book about capitalism or even behavioral economics. It is real, hot stuff for the advertising world. A closer look at the book's contents below is apocalyptic:
CHAPTER 1. Brands: Beyond Our Narrow Framework
i What is a Brand?
ii Brands: Imaginary and other Significations
iii The Brand's Long Journey: From Classical Greece to our Networked World
iv Early Signs of a Lost "Allure"
v Brand Management: Mission Impossible?
vi "Branded" Confusion : More than Metrics and Semantics
vii Twelve Serious Questions
CHAPTER 2. The Twelve Known Unknowns
1. Brands, and Others, as Heroes of the Improbable and Chaos
2. True Insignificancies : The Brand's Impact on Economic Performance (RoI)
3. The Collapse of Information Asymmetry
4. Acceleration Disorders and Short Life Circles,
Paving the Way for the `Free Brand'
5. Brand Overdose : Creating the Never Satisfied Consumer
6. The Virtual Money Game: Killing the "Schumpeterian" Entrepreneur and...Brands
7.The Brand's Foolish War Against the Middle Class
8.The Brand's Death Sentence: The Violent Market "Polarization" Effect
9. Out of Reach: The Consumer's Diminishing Attention Span
10. The Age of Personal Media is Here
11. It's "Me" Stupid ! (..Brand): Eclecticism in a Meta-Brand Era
12. Fetished, Eroticizing, Brand Personalities and the Revenge of the Psyche
CHAPTER 3. Brands and Corporations : Evolution of a New Species?
i. A New Paradigm : The Application of "Chaos Thinking" to Business and Brand Strategy
ii. At a "Bifurcation Point" : Brands Are Forced to Take Decisions for their Future
iii. The Road to Evolution: From the "Reactive" Corporation and ...Brand to the "Brand in Fragments"
CHAPTER 4. Europe is Beginning to Surpass America with it's "Nice Capitalism" and "Nice Brands"
i. Small is Beautiful! In the Modern "Brandscape", too.
ii. European "Nice Brands" Win People's Hearts and Minds and Outperform American "Arrogant" Brands
iii. Do "Nice Brands" Finish First? Lessons from Game Theory
iv. Europe's Egalitarian Ethos vs "Barbarians Lead by Bill Gates"
CHAPTER 5. Branded ... Unhappiness
i. Brands: Troublemakers of the Psyche ?
ii. The Pursuit of Happiness in a Consumer World
iii. Happiness Up, Consumer Advertising Down.
| | | | An Amazing Look at Brands,Advertising, Capitalism and Happiness Sep 5, 2008 |
"Nice" Capitalism ,traces the secret correlations of "Nice Brands", "Nice Capitalism" and "Happy Nations", and reveals why the European economic model with it's "Human Ethos" is surpassing America.
Costas Kataras reveals the secret relationship of people and their psyche with brands, and uses brands as a prism for the identification of emerging mega-trends in the metaglobalization economy.
On the economic and business level, the book explains why a number of emerging forces or "known unknowns" could have extreme and devastating effects on brands and lead to the rise of a new species of brand, "Nice Brands" and "Nice Capitalism", two developments that are clearly interrelated, as the book explains, which usually lead to happier people and more "Happy Nations", particularly in Europe.
On the human level, the book describes how the individual in search of a true meaning of life and in pursuit of happiness, is shifting away from a materialistic culture imposed externally by the brands' pseudo-authority, which is even taking control of brands themselves and, finally, how this phenomenon is moving things towards a greater level of human autonomy, thus marking the end of the consumer's permissiveness and the fall of Psycho- Persuaders.
The author suggests that , contrary to what is widely believed, brands are being both forced off the market and out of the hearts and minds of people - firstly in the "wealthy countries"- in our interconnected world, that is characterised by the exponentially accelerating pace of change in Technology, Complexity and Society .
The book provides new thinking with the latest findings from such diverse cognitive domains as: mathematics, game theory, physics, complexity, chaos theory, statistics, artificial intelligence, psychology, psychoanalysis, neurology and others.
Although "Nice Capitalism - A Secret Journey to the Death of the Arrogant Brand" presents a kind of "dangerous idea" in the networked, metaglobalization era - one with serious consequences for the economic, corporate, marketing, advertising world , and finally, the individual and society- is in fact a book of hope and comfort for a better future for people and society.
| | | | A book that provides a stick of dynamite in the modern `brandscape' Aug 23, 2008 |
Costas Kataras's " NICE CAPITALISM- A Secret Journey to the Death of the Arrogant Brand" suggests that the transparent nature of our interconnected world makes brands vulnerable to the extent that they may well no longer be able even to survive, at least in the way we know them. It would appear that the time has now come to pay the ultimate price for their foolish, arrogant behavior.
With data driven insights, the author explains why twelve emerging forces or `known unknowns' could have extreme and devastating effects on brands that could lead them even to cease to exist, at least as we know them.
These forces are gathering tremendous momentum in our interconnected world through the exponentially accelerating pace of change in Technology, Complexity and Society, beginning first from the `wealthy' north.
The book provides new thinking about the future place of the brand in the modern world, utilizing many original ideas stemming from such diverse sciences and cognitive domains such as: mathematics, games theory, physics, complexity, chaos, statistics, artificial intelligence, psychology, psychoanalysis, neurology and others.
Twelve strongest delusions governing the concept of brands in our times are analyzed in this book for the first time.
The book asks readers to think beyond any narrow framework. ...What if...
...brands are often creatures of randomness, of improbable and chaotic non-linear forces and, in some cases, inferior products?
... the impact brands have on economic performance (RoI), and on a company's stock price, is rather insignificant?
...the brand's obscure "cheating advantage" and information asymmetry, regarding price/quality, is collapsing as information equality is beginning to prevail?
...time acceleration is imposing a lethally shorter product life cycle on brands that often tends to zero and/or the destructive/ obscure "free brand" phenomenon?
...the brand's unethical behavior is provoking retaliation from consumers now establishing communities that almost dominate (and are imposing their own rules on) brands?
...the entrepreneurial spirit is fading away and with it all interest in brand creation, as the new religion is the stealthy, virtual, money game of the financial markets?
... through globalization and de-localization greediness, brands are destroying the purchasing power of their most valuable mass-customer base, that of the vast middle class?
... as a result of extreme market polarization brands are becoming the servants of the exponentially increasing distribution points / "touch points" and "private/personal retailers"?
...customers empowered by digital technologies are turning out to be "out of reach" thus leading to the collapse of the brand's persuasive and invasive power?
...mass media and particularly TV (the brand's single most persuasive vehicle) are becoming almost powerless owing to the arrival of "personal and user-generated media"?
...eclecticism and the rise of the "You"/"Me" generation/phenomenon are threatening the very existence of the "mass market", by nature, brand?
...brands start facing the consequences of their arrogance incurring "personality disorders", through a massive "emotional detachment" leading to consumers escaping in droves rather than "engaging" which is the new concept now being praised?
Costas Kataras presents a dangerous idea and provides a stick of dynamite in the modern corporate and brand management world.
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