Branding for the star-counters

Etymologically, object/ob-jectum means "what is opposed to us". Identification
processes connecting individuals and corporations at a global level are
turning "objects" into "belongings". Branding today means to manage collective
fictions and to generate relevant corporate mythologies. Branding for Star
Counters is a cross-disciplinary handbook for students, researchers and marcom
professionals that investigates strategic communication with tools provided by
anthropology, psychoanalysis, and cultural studies.