Journal of Brand Management

, Volume 15, Issue 4, pp 291–293

Breaking free from the industrial age paradigm of branding

Conference Commentary


The paper aims to inform readers of the themes that emerged at the 2007 Thought Leaders International Conference on Brand Management and challenges academics and practitioners to rethink the basics of branding. The paper encourages academics and practitioners to escape from the continued confines of industrial age branding and the ‘influencing’ mindset and embrace the age of openness and co-creation. It is argued that we need to evolve from the industrial age paradigm of branding that informed brand management for decades and adjust practice and research accordingly.


Thought Leaders Conference brand management paradigm shift 


  1. Brodie, R. J., Whittom, J. R. M. and Brush, G. J. (2007) ‘Investigating the elements of the service brand: A customer value perspective’, paper presented to Third Thought Leaders International Conference on Brand Management, Birmingham, UK, April.Google Scholar
  2. Sanderson, R. (2007) ‘YouTube, Wikipedia storm into 2006 top brand ranking’, Reuters, 26 January.Google Scholar
  3. Vargo, S. L. and Lusch, R. F. (2004) ‘Evolving to a new dominant logic for marketing’, Journal of Marketing, Vol. 68, No. 1, pp. 1–17.CrossRefGoogle Scholar

Copyright information

© Palgrave Macmillan Ltd 2007

Authors and Affiliations

  1. 1.The Birmingham Business School, University of Birmingham, University HouseBirminghamUK

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