'The exploding plastic inevitable' : ‘Branding being’, brand Warhol and the factory years

Hewer, Paul and Brownlie, Douglas and Kerrigan, Finola (2013) 'The exploding plastic inevitable' : ‘Branding being’, brand Warhol and the factory years. Scandinavian Journal of Management, 29 (2). pp. 184-193. ISSN 0956-5221 (https://doi.org/10.1016/j.scaman.2013.03.004)

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Abstract

This paper contributes to theories of brands as sites of identity work and convergence. It takes as its subject relations of belonging and participation as they shape communal ‘scenes’ out of which spring intimations of spaces of cultural production as branding ecosystems. To illustrate ways in which this line of thought ignites discourses on branding as a mode of relational being, we explore the social environment fomented around Warhol's court, ‘The Factory’, that iconic symbol of the mediated logic of his oeuvre. Drawing on archival accounts of Factory life, we explore cultural production as illustrative of brands and branding as social technologies exciting the imaginary and its theater of possibility. And to understand how collective consumption of relations of connectivity nurture conditions suggestive of new branding forms, we consider the existential logic of ‘branding being’, of thinking ‘spaces’ made available through branding as a mode of relational being.

ORCID iDs

Hewer, Paul ORCID logoORCID: https://orcid.org/0000-0002-7661-8195, Brownlie, Douglas and Kerrigan, Finola;
  • Item type:Article
    ID code:43707
    Dates:
    Date
    Event
    June 2013
    Published
    30 April 2013
    Published Online
    Keywords:Warhol, branding being, brand spaces, brand Warhol, sociocultural brands, identity work, Marketing. Distribution of products, Strategy and Management, Applied Psychology
    Subjects:Social Sciences > Commerce > Marketing. Distribution of products
    Department:Strathclyde Business School > Marketing
    Depositing user: Pure Administrator
    Date deposited:03 May 2013 08:59
    Last modified:20 Aug 2021 02:07
    Related URLs:
    URI:https://strathprints.strath.ac.uk/id/eprint/43707
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