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

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  • Brown, Stephen

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.

Suggested Citation

  • Brown, Stephen, 2022. "The old manager and the sea: Steering branding the Hemingway Way," Business Horizons, Elsevier, vol. 65(4), pages 417-425.
    • Handle: RePEc:eee:bushor:v:65:y:2022:i:4:p:417-425
    DOI: 10.1016/j.bushor.2021.05.002
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    References listed on IDEAS

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    1. Cowden, Birton J. & Young, Susan L., 2020. "The copycat conundrum: The double-edged sword of crowdfunding," Business Horizons, Elsevier, vol. 63(4), pages 541-551.
    2. Brown, Stephen & Wijland, Roel, 2015. "Profit from poetry: Bards, brands, and burnished bottom lines," Business Horizons, Elsevier, vol. 58(5), pages 551-561.
    3. Brown, Stephen, 2006. "Fail better! Samuel Beckett's secrets of business and branding success," Business Horizons, Elsevier, vol. 49(2), pages 161-169.
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