Branding Literature
In a literature class, a particular writer might be examined in terms of “style” or “voice” — that particular way that a writer uses the language. In other circles, I see those aspects are included in something they’ll call “branding” — the set of associations concerning what to expect from a writer, including voice, but also genre. The discussion is interesting from a Marx-like point of view, where economic forces are inseparable from the consideration of anything, but I think this cheapens it somewhat, to associate the personality of a human art form with petty marketing.
Take a look at this discussion of branding, among these people/writers/marketing units: Grumpy Old Bookman, Buzz, Balls & Hype, and longtime authority on marketing communications, HBS professor John Deighton.
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