Dr James FreundLecturer
My research into brand psychodynamics explores how stakeholders relate to organizational personae.
The public face of a corporation created by managers and paid agencies is often dramatically different to images of the corporation created by critics and protestors. These conflicting images reveal the corporate ego and the corporate unconscious respectively (i.e. what facts and ideas about itself the corporation is promoting and repressing).
This research investigates how organizations and individuals cope with the joys and fears of their vulnerability to macro-structural processes - especially financialization, globalization, climate change and Gaia. This research explores psychic and physical dynamics of power, existence and eschatology.
I am supervising 2 PhDs: Erik Jacobi who is studying how markets are created via an ethnography of a London advertising agency, and Mariana Zerbin who is exploring how advertising creatives feel and think about the effects of their work.
BSc Psychology (Hull), MA Creative Writing (Lancaster), PhD Creative Writing (Lancaster)
I previously worked for civil society organizations Earth 2000 and Greenpeace, special metals firm Titanium International, bullion dealer Edward, Day & Baker, and advertising agency FCB.
I was also head of brand strategy at BT, where I managed BT’s group brand architecture, naming, design thinking and brand research. Whist at BT, I commissioned the research and developed the strategy that led to the creation of the O2 name and visual identity. I also managed BT Group's joint branding policy, and brand aspects of mergers, acquisitions, and interorganizational alliances.
In my life as a practitioner, I worked on many initiatives to reduce the environmental impact of organizations and citizens.
These experiences gave me detailed insights into the ways in which financial growth imperatives and consumerism currently negate attempts to create sustainable ways of living.
Is there a gap in the market, and is there a market in the gap?: how advertising planning performs markets
Jacobi, E., Freund, J., Araujo, L. 2015 In: Journal of Marketing Management. 31, 1-2, p. 37-61. 25 p.
Revenge of the brand monsters: how Goldman Sachs doppelganger turned monstrous
Freund, J., Jacobi, E. 2013 In: Journal of Marketing Management. 29, 1-2, p. 175-194. 20 p.
Sustainable consumption: opportunities for consumer research and public policy
Prothero, A., Dobscha, S., Freund, J., Kilbourne, W.E., Luchs, M., Ozanne, L., Thogersen, J. 2011 In: Journal of Public Policy and Marketing. 30, 1, p. 31-38. 8 p.
How research into consumer brand attitudes led to the creation of the O2 brand
Freund, J. 2009 In: Consumer Behaviour: A European Perspective. London and New York : Pearson Higher Education p. 361-366. 6 p. ISBN: 9780273717263.
Power and being: the roots of (un)sustainable progress
Freund, J. 2009 In: Third International Conference of the International Society for the Study of Religion, Nature and Culture (Amsterdam) - 2009.
European Journal of Marketing
Journal of Macromarketing
Journal of Marketing Management