Second-order branding as Orchestration of Media Ecology
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Commenting on Seiichiro Honjo¿s target article, I suggest an alternative orientation from McLuhan¿s media ecology theory that might expand upon the proposed framework. Media ecology is appropriate to the contemporary notion of brand as a carrier of multiple communications relevant to action and decision-making by customers or stakeholders, as noted by Honjo. © 2025 Vrije Universiteit Brussel. All rights reserved.
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