COMPANY STRATEGIES, INFORMATIONAL DYNAMICS AND BRAND IDENTITY IN THE CREATIVE ECONOMY

Abstract

This study is about the informational dynamics involved in the effort of building brand identities by creative centrals and their social-creative networks originated from communicational interactions among their intern work groups and external actors and social groups. In this study, information is considered on its performative dimension. Hence, it utilizes the poli-epistemical approach from Information Science. For this, an empirical research made at a fashion industry’s company (Osklen) is presented, completed by interviews with two other creative-oriented companies.