Curating As a Brand Design Tool in Creative Organizations

Natalie Nixon, Irini Pitsaki, Alison Rieple


Today the role of curating extends beyond the museum field: websites are curated, commercial firms establish functional roles entitled “curator”, and individuals in the creative economy use social media platforms to curate their lives and cultural product as brands.  Curating has been extended and elevated today because design has become a more critical and integrative factor in brand development on both the organizational and individual levels (Kennedy, 2012).  Curating is one way to manage the brand’s meaning.  It is a chaordic system (Hock, 2005; van Einatten, 2001) that situates the complex process of editing, merchandising and documenting the brand’s offering in co-created situations with the customer.  Yet, the literature is lacking in explicitly exploring and documenting how curating is used in branding.

Curaduría como una herramienta de diseño de marca en creativas organizaciones

Hoy en día el papel de la curaduría se extiende más allá del campo del Museo: sitios web es curada, firmas comerciales establecen funcional papeles titulado "curador" e individuos en la economía creativa utilizar plataformas de medios sociales para curar sus vidas y
producto cultural como marcas. El comisariado se ha extendido y
elevado hoy porque el diseño se ha convertido en un crítico
y el factor integrador en el desarrollo de la marca en ambos la
niveles organizacionales e individuales (Kennedy, 2012). Comisariado de
es una manera de manejar el significado de la marca. Es un Caórdico
sistema (Hock, 2005; van Einatten, 2001) que sitúa la
complejo proceso de edición, merchandising y documentar
oferta de la marca en situaciones de co creados con la
al cliente. Sin embargo, la literatura carece de explorar explícitamente
y documentar cómo el comisariado se utiliza en branding.

Palabras clave

Curate; brands; design; creative organizations

Texto completo:



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