Brand identity in the digital age :  complexity and contradiction

Jean-Paul Petitimbert

doi:10.23925/2763-700X.2024n7.67355

Autores

Jean-Paul Petitimbert Ecole Supérieure de Commerce de Paris (ESCP), École des hautes études en sciences de l'information et de la communication (CELSA) and Centro de Pesquisas Semióticas (CPS/PUC-SP)

DOI:

https://doi.org/10.23925/2763-700X.2024n7.67355

Palavras-chave:

catégorie, complexité, contradiction, identité, logique, semi-symbolique, tiers exclu, tiers inclus

Resumo

Identidade de marca na era digital. — A velocidade exponencial com a qual a digitalização invade os mercados (invasão que culmina com as redes sociais), assim que outros fatores (a globalização, a diversificação e a corrida para a inovação) acabaram fazendo hoje da gestão das marcas um exercício perigoso. Devendo comunicar incessamente com seus numerosos públicos, as marcas tendem a privilegiar o impacto antes do conteúdo de suas mensagens.Sob o efeito de tamanha pressão, elas frequentemente se contradizem de modo óbvio. Nestas condições, o modelo semissimbólico da identidade de marca elaborado por J.-M. Floch, tal como foi adotado pelos semioticistas com a sua simétrica pureza não mais funciona. O presente artigo trata, portanto, de sua possível adaptação às evoluções atuais e, nesta base, propõe a introdução do conceito de « terceiro incluído » no organon da sintaxe fundamental do percurso generativo da significação.

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