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Ethics of the brand

Ethical brands have risen to prominence in recent years as a market solution to a diverse range of political, social and, in this case most interestingly, ethical problems. By signifying the ethical beliefs of the firm behind them, ethical brands offer an apparently simple solution to ethical consumers: buy into the brands that represent the value systems that they believe in and avoid buying into those with value-systems that they do not believe in.

Images of organization

The implications of seeing exceed biology, and can take us into the philosophical, as has been insisted by various philosophers. Perhaps this is reflective of a basic instability in vision. We see, but there is always the chance of seeing differently. And we can deal with this risk in a variety of ways. On the one hand, we can deal with the risk of having the wrong image by denying the validity of all others – this is absolutism. One the other hand, we can claim that any image is as good as any other, and that all images tell us something about the world.

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