Expanding Brand Management With Cybernetic Insights

Abstract

Framing brand management in the context of cybernetics helps to clarify how it has evolved over recent decades and where it is going. There would be value in its being extended to give a fuller picture of what we are doing when we are managing brands. Further analysis of the multiple interacting purposes across the system would also assist in this endeavor. Specific application to modern, hyper-personalized digital marketing would also be revealing. Show more