Organizing beyond organization: Branding, discourse, and communicative capitalism

• Published in: Organization (London, England) Vol. 23; no. 6; pp. 884 - 907
• Main Author: Mumby, Dennis K.
• Format: Journal Article
• Language: English
• Published: London, England SAGE Publications 01.11.2016; Sage Publications Ltd
• Subjects: Brands; Capitalism; Communication; Identity; Marketing; Neoliberalism; Organizational behavior; Production consumption relationship; Researcher subject relations; communicative capitalism; power; Branding; communicative labor; resistance; discourse

This essay presents an argument for critical organization studies scholars to more seriously address the phenomenon of corporate branding as a central, constitutive feature of organizing in contemporary capitalism. While brands and branding have historically been the domain of marketing and consumer...