A book curated by Codeluppi contemplates – and leads readers to contemplate – a corporate culture case study that’s pretty much unique, and still relevant today.
Coco Chanel passed away fifty years ago, and a hundred years ago launched on the market the biggest selling perfume in history: Chanel No. 5. These two anniversaries inspired this collection of published and unpublished writings on the “Chanel case”, which has always been highly regarded, due to its brand identity and communication campaigns. A case that also exemplifies a particular manner of expressing corporate culture that demands to be studied and appreciated. These are the premises of Chanel. Identità di marca e pubblicità (Chanel. Brand identity and marketing), a book curated by Vanni Codeluppi, professor of Media Sociology at IULM University of Milan, and prominent expert on the subject of companies and brands.
As the curator explains, Chanel’s is an exemplary case, thanks to which it is possible to reflect on what happens to a company image over time, but that also leads to the investigation of certain questions that are relevant for the understanding of the nature and workings of something as complex as a brand. The book, then, aims to commemorate Chanel and its perfume – both of which, despite all this time, still have a place among major brands in culture and on the market – highlighting what both Coco as an individual and her most iconic creation can still teach to the world of marketing and communication.
It collects published and unpublished writings, offering readers some thoughts on the “Chanel case”, which has always been highly regarded in terms of brand identity and communication campaigns.
It all starts by focusing on the protagonist, Coco Chanel, of course, as well as her product, seen for what it is: an innovation. This is followed by contributions that first centre on the brand’s identity and its features, and then on the means of product communication. What arises is an effective and significant overview of a particular kind of corporate culture that, though unique, should become a model for everyone.
This book curated by Codeluppi is a must-read, as it is also an example of good collective writing on a business case.
Chanel. Identità di marca e pubblicità (Chanel. Brand identity and marketing)
Vanni Codeluppi (curated by)
Franco Angeli, 2021