The dematerialisation of the brand: From the commodity economy to the transformation economy

Abstract

Currently, brands have been recognising that thinking about design and object production is a part of their business. Therefore, brands have been attempting to successfully develop new marketing strategies for the brand experience. However, some authors have been highlighting the need for an economy based on something more long lasting than what the memory of a service or experience of the brand causes in the public. Diverse authors argue for the development of the ‘Transformation Economy’. In this article, we will discuss the process of brand dematerialisation, and thus the change of its economic value in the last decades. Our arguments will be supported on authors who think about the contemporary work from a social, economic and communicational perspectives. We aim at contributing to reflection and recognition of emerging questions which can be aligned with the complex challenges of the future financial growth.