Style can be defined as the combination of distinctive features of appearance, speech and artistic expression to represent a person, group or organization.
Jonathan Schroeder, the Kern Professor of Communication at Rochester Institute of Technology, argues that when used in marketing, style assists organizations in telling stories and creating an image and is a key component of modern advertising and brand development.
Schroeder will discuss the impact of style and how companies are using the concept as a piece of branding strategy during the presentation “Style and Strategy: Snapshot Aesthetics and Strategic Brand Communication.” The talk, part of RIT’s Communication Colloquium series, will be held at 3 p.m. Oct. 6 in the 1829 Room in the Student Alumni Union.
An expert on branding and strategic marketing, Schroeder previously served as chair of marketing at the University of Exeter in England. He is the author or editor of a number of books, including Visual Consumption and Brand Culture. He is currently the editor in chief of the international journal Consumption, Markets and Culture. Prior to joining the University of Exeter, he served as a professor of marketing at the Royal Institute of Technology in Stockholm and at the University of Rhode Island.
The talk is sponsored by RIT’s Department of Communication and is free and open to the public.