The Postmodern Condition in Branding

"The "true" world - an idea which is no longer good for anything,
not even obligating - an idea which has become useless and
superfluous - consequently, a refuted idea: let us abolish it!"
(Nietzsche)

Postmodern is a difficult word to define. Some authors refer to as far back as Nietzsche and his true knowledge derived from the multiplicity of interpretations. The word "postmodern" is been used virtually in every sense. The terrorism in a globalised world can be defined as postmodern and apparently one can be "postmodern in bed" (Melinda and Melinda - Woody Allen, 2004).

But seriously, one need focus on the impact of postmodernistic thought on the consumer-behaviour theory. The impact is so vigorous that you may believe that the consumer behaviour paradigm has shifted already. A significant influence is exerted by the interpretivism/postmodernism as opposed to the raditionalism/positivism in at least three areas: the nature of consumption, the decision-making process, and the consumer roles and goals.

Consumption = Experience

A major point of the postmodern thought (Baudrillard) is that we do not consume products because of their functional features but because we need symbolic meaning. Consumers do not search for a price, but rather for a stage where to act. In this sense, we rather consume images. Considered in branding context, by experiences derived from consumption of products we create a sense of who we want to be.

Ultimately, experience is the core of the consumption process of the homo consumericus of Firat and Shultz II. As such, the postmodern consumer has adopted altered decision-making patterns.

Consumer Decision-making. Consumer Roles and Goals

Another area of consumer behaviour where postmodern ideas reverberate is the decision making process and the new consumer goals and roles. It is obvious that Internet has decreased the information search costs and one can find "the best deal" in a matter of clicks. But are we indeed looking for "the best deal"? Are the price and functional features prime determinants of our choices? We must say that decision making is to great extent characterised by the consumers' loss of commitment. The new decision making process entangles new consumer roles. The most obvious one is of co-producer of experiences - an idea of Bernard Cova. Consumers become brand builders. We become a part of the process. Simultaneously with the formation of this new role, the balance of power between consumer and company is tipped in favour of the former. In extreme cases brands could be hijacked - consumer brand communities define their own images and symbols of a brand. From mere targets, technically external to the company, customers become a core competency. Questions arise: How much control and empowerment to be given to a community over a brand?

Another role, previously not typical for the consumer, is the one of researcher. Not only is the involvement of customers recommended, but in fact in most cases the success of communication depends on it.Consequently, according to the new roles, consumers have new goals to be achieved through consumption. Most notable among them are the Holt's pursuit of personal sovereignty through brands Holt, and the aim of re-socialising in new types of communities/tribes.

So, the postmodern consumer roams and rumbles between these two self-imposed objectives. What could be a solid reference to the true nature of the quest of homo consumericus? The answer maybe given by a marketing stream called experiential marketing.

To be continued...