Abstract

The objective of this article is to question the implicit grounding principles of the marketing thought as regards the management of brands. Brands are often considered in a promethean way with a focus on their warior and sovereignty functions through narrative processes that points out the performative power of these managerial and societal devices. Instead of this overemphasis on strategy, a tactical approach derived from the Chinese though is proposed here that attempts to free us from this cultural and paradigmatic framework that implicitedly guides our way of thinking and managing brands. The brand is considered as a plant that has to be watered and taking care of depending on a "situation potenital" rather than a financial device to be milked and stretched. Brand strategy refers here more to transformation than to action, to manipulation than to persuasion and thus aims at favouring effects that are all the most powerful that they are not looked for.