Brand Ventures

Our Brand Venture Talks bring the best and most well-known researchers from the Top Universities of the world to Innsbruck to enhance knowledge and inspire students, practitioners and our local academic community with insights into and around brands and their audiences.

The Brand Ventures offer practitioners inspiring new ideas, a state-of-the-art knowledge update, a space for networking, and an intellectual outbreak from everyday routines. Students gain extracurricular insights and the opportunity to personally meet with reputed marketing professionals and academics. 

Companies often open their doors to the public to show and tell their story. Using fieldwork, museum exhibit data and practitioner interviews with firms and surrounding cultural institutions, we identify the various functions of these brand backstories.  This analysis identifies ‘power’ tools that serve in the construction and deployment of brand backstory narratives. These tools can be strategically deployed to alter the focalization or perspective as inward (insider) or outward (outsider) and the landscape or content orientation as either consciousness (why) or action (how) of the backstory based on the backstory’s primary function and targeted audience. These two dimensions yield a typology of backstory experience that maps four backstory functions: organizational identity, socialization, archival, performance. These dynamics reveal how to strategically develop and deploy the narrative power of brand backstories.

Past Brand Ventures