Anette Hallin

Brand transformation: a performative approach to brand regeneration

Abstract Traditional brand management literature largely implies that the brand regeneration process is linear, atomistic and rather harmonic, thus reducing the complexity of the process to individual parts that can be managed rationally and logically in sequence. By ontologically as well as epistemologically adopting a performative approach where brands are seen as loose performative assemblages, the present article suggests instead that the brand regeneration process is truly processual, multiple and political. A specific brand regeneration process should be seen as relationally spatial and as only one of several possible ‘realities’. The argument is based on an analysis of a 5-year-long case study of the branding of Stockholm, inspired by a Latourian hybrid fieldwork approach. Based on the analysis, the novel concept ‘brand transformation’ is suggested to frame the characteristics and complexities of the brand regeneration process.

Goal seeking and goal oriented projects – trajectories of the temporary organisation

Purpose– The purpose of this paper is to contribute to the theory development of “temporaryorganizing.”Design/methodology/approach– The paper advances the theory of the temporary organization byapp ...

Guiding in the City of Tomorrow: Materializing the Future Through Future and Present Components

This paper explores an intrinsic case of a guided tour of a future city: Stockholm Royal Seaport. Whereas guided city tours usually aim at educating and enlightening those guided about the past and present of the place visited – building the truth claim by relating what is said in the tour to the physical environment of the tour – the case described in this paper offers the opportunity to explore how the urban future is made material to those guided. The study shows that the guides actions materialized the urban future in two ways: by using future components of the future and by using present components of the future. Based on this analysis, we conclude that both these ways function as ways of confirming the present.