Our Brand Venture Talks bring the best and most well-known researchers from the Top Universities of the world to Innsbruck to enhance knowledge and inspire students, practitioners and our local academic community with insights into and around brands and their audiences.
The Brand Ventures offer practitioners inspiring new ideas, a state-of-the-art knowledge update, a space for networking, and an intellectual outbreak from everyday routines. Students gain extracurricular insights and the opportunity to personally meet with reputed marketing professionals and academics.
Brand Venture XXVII mit Cristel Russell
zum Thema
THE BRAND BACKSTORY : (whether, where and what to) SHOW AND (to whom, by whom and how to) TELL
am Montag, 29. April 2024 um 18:00 Uhr
im HS 3, SOWI- Gebäude, Universitätsstraße 15
Companies often open their doors to the public to show and tell their story. Using fieldwork, museum exhibit data and practitioner interviews with firms and surrounding cultural institutions, we identify the various functions of these brand backstories. This analysis identifies ‘power’ tools that serve in the construction and deployment of brand backstory narratives. These tools can be strategically deployed to alter the focalization or perspective as inward (insider) or outward (outsider) and the landscape or content orientation as either consciousness (why) or action (how) of the backstory based on the backstory’s primary function and targeted audience. These two dimensions yield a typology of backstory experience that maps four backstory functions: organizational identity, socialization, archival, performance. These dynamics reveal how to strategically develop and deploy the narrative power of brand backstories.
Past Brand Ventures
Brand Venture XXVI
Prof. Johanna Gollnhofer
Brand Heritage - wie Markenloyalität vererbt wird
Lecture: 19. 01. 2024
Brand Venture XXV
Prof. Joonas Rokka
Atmospheres, bubbles, and effervescence! What makes up compelling experiences?
Lecture: 23. 06. 2023
Brand Venture XXIV
Prof. Hans Baumgartner
I’m lovin’ it - The intergenerational transmission of brand love
