Interview with Bruno Remaury Culture as seen through the prism of brands

The current debates on the subject of brands oscillate between two extremities, on the one hand an approach from the management sciences with the aim of optimising the management of brand capital; on the other, publications which underline the destructive effect brands have on moral and social systems. Bruno Remaury’s work Marques et Récits. Les marques face à l’imaginaire culturel contemporaine (éditions IFM/Regard) (Brands and narratives. How brands use the contemporary cultural collective unconscious) distances itself from both a type of «strategic» accompaniment approach and from brands with a virulent diatribe to supply instead a detailed analysis and decoding of the brand issue.The book examines the nature of the links between brands and culture while at the same time examining the consequences of the growing hegemony of the brand over the object, of the image over the product and the growing dis-incarnation of the object to be consumed.