Abstract
Anchoring a central memory and decision-making track in people’s heads is only possible if brands appear as clearly distinguishable actors. Just as an organic body, goods can also be referred to as living beings or idea-beings. They present themselves (in the best case) as a clear offer and structure the lives of people: Apple or Samsung, Ecosia or Google, but also tennis or football, Mozart or Metallica, Maledives or Amrum.
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Notes
- 1.
Strictly speaking, special events/forces could also act on a trivial system from the outside and thus influence it (e.g. weather or people who destroy software). In the reality of life, no system can completely isolate itself from reality. Here, however, an ideal-typical differentiation is made in order to find access to the complexities of a hyper-complex environment by means of exemplary category formation.
- 2.
Interestingly, indeterminacy itself is subject to a specific regularity.
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Errichiello, O., Wernke, M. (2022). What is a System?. In: Order in Chaos - Cybernetics of Brand Management. essentials(). Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-65958-8_2
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