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Outlines

Volume 3 (2006)
Front matter _
Table of Contents _
Preface: Preface 9
Article: "Messages from the sorcerer's apprentice" or "brave branded world" : an introduction 15
Front matter 23
Article: From branding goods to hacking brands : a beginner's guide to the brand universe 25
Article: Art and brands : who learns from whom? : Brands - competing with art 43
Article: From ™ to © and back again 57
Article: Luke paints the avant-garde : the prehistory of art-isms 87
Pages liminaires 105
Article: Art sponsorship : 'art' as saletainment 107
Article: Active with art : arts programmes as branding tools 123
Article: Architecture as a branding device 139
Pages liminaires 153
Article: Duchamp's Fountain : branding (as) art : the history of a ready-made and its artistic aftermath 155
Article: Reality is simply a matter of presentation : on digital art projects and branding 177
Article: The art of appropriation in three 'takes' 197
Article: From Nike to MoMA : brand-building and -processing in the 'theseum' 213
Rubrique: The authors 225
Rubrique: Photographic credits 231
Rubrique: Copyrights 232
Pages complémentaires 233