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Richard Gyrd-Jones

Associate Professor

Emner
Strategi Co-creation Branding Uddannelse Sociale medier Identitet

Primary research areas

Brand meaning co-creation

Exploring the meaning of brand in its stakeholder ecosystem.

Brand as managerial practice

Exploring brands as organising logics.

Self as brand

Exploring the consequences of the subjectivization of self in a performative economy.

I explore the transformative power of brands

My research focuses on challenges to managing brands in the context of multiple stakeholder eco-systems. I examine critically the discipline of branding as a constitutive force in society that has the power to transform: to transform business strategy but also to transform the lives of individuals as they adopt the logic of branding in their self-presentation. 

I am co-founder of the Brand Meaning Network (link: http://www.cbs.dk/en/research/departments-and-centres/department-of-mark...), which brings together top international scholars in the area of brand meaning co-creation. 

My most recent research follows several paths. Firstly, I look at brand identity co-creation and issues around the implementation of branding strategies at a managerial level. Secondly, I study brands in a wider societal context and brand’s role in and interaction with the performativety of personal brands.

Recent research projects

Maintaining narratives of self under conditions of liquid work

We examine how workers in a legacy firm narrate and negotiate precariousness, balancing organizational logics with personal narratives to create both stability and pockets of freedom.

Patterns of Productive and Passive consumption on Immersive social media

We explore young consumers’ social media consumption and aim at understanding the interdependency between the productive consumer role and the need for relaxation.