Style and Strategy: Snapshot Aesthetics in Brand Culture

Imagining Organisations: Performative Imagery in Business and Beyond, C. McLean, P. Quattrone, F-R. Puyou, and N. Thrift (eds.), London: Routledge, 129-151

Posted: 24 Feb 2020

Date Written: October 6, 2010

Abstract

Style and strategy inhabit different domains. Style generally remains the province of the humanities, whereas strategy occupies important positions within the applied social sciences, management in particular. Yet style forms a foundational element of strategic communication. Style helps organizations tell stories within recognizable genres. Style associates strategy with high culture. Style performs the brand. To provide a distinctive interdisciplinary perspective on strategy, I turn to particular styles as illustrative examples of how style intersects with organizational communication and informs strategy.

Keywords: aesthetics, branding, communication, photography, strategy, visual issues

Suggested Citation

Schroeder, Jonathan E., Style and Strategy: Snapshot Aesthetics in Brand Culture (October 6, 2010). Imagining Organisations: Performative Imagery in Business and Beyond, C. McLean, P. Quattrone, F-R. Puyou, and N. Thrift (eds.), London: Routledge, 129-151, Available at SSRN: https://ssrn.com/abstract=1688616

Jonathan E. Schroeder (Contact Author)

Rochester Institute of Technology ( email )

92 Lomb Memorial Drive
Eastman Building, Room 3006
Rochester, NY 14623
United States
5854752703 (Phone)

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