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

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  • Hewer, Paul
  • Brownlie, Douglas
  • Kerrigan, Finola

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.

Suggested Citation

  • Hewer, Paul & Brownlie, Douglas & Kerrigan, Finola, 2013. "‘The exploding plastic inevitable’: ‘Branding being’, brand Warhol & the factory years," Scandinavian Journal of Management, Elsevier, vol. 29(2), pages 184-193.
    • Handle: RePEc:eee:scaman:v:29:y:2013:i:2:p:184-193
    DOI: 10.1016/j.scaman.2013.03.004
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    References listed on IDEAS

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    1. Nigel Thrift, 2008. "The Material Practices Of Glamour," Journal of Cultural Economy, Taylor & Francis Journals, vol. 1(1), pages 9-23, March.
    2. Bernard Cova & Veronique Cova, 2002. "Tribal marketing: The tribalisation of society and its impact on the conduct of marketing," Post-Print hal-01822665, HAL.
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