Тим Леберехт - Бизнес в стиле romantic. Отдавай все, не считаясь ни с чем, чтобы создать нечто более великое, чем ты сам

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Даже подделку можно подделать: успехи Бэнкси привел к вирусной популярности Хэнкси, уличного художника из Нью-Йорка, соединившего в псевдониме Бэнкси и Тома Хэнкса. Этот ловкач сделал себе имя циклом визуальных гэгов в тайном сотрудничестве с местными художниками. Затем его произведения умело раскручивались через твиттер.

John Leland. A Parodist Who Calls Himself Hanksy // New York Times. 2014. February 14. URL: http://www.nytimes.com/2014/02/16/nyregion/a-parodist-who-calls-himself-hanksy.html?_r=0.

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@NeinQuarterly – мастер иронии. В отличие от цинизма, ирония создает конструктивную дистанцию, новую личину, которая позволяет нам выражать свое мнение с помощью деталей и двусмысленностей. Цинизм хочет отпраздновать поражение, тогда как ирония стремится показать правдоподобность альтернативного мнения или интерпретации. Романтики ценят иронию как форму расширения арсенала для исследования и раскрытия сложности и неоднозначности мира.

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Среди недавних примеров можно отметить мощную негативную реакцию на новый логотип Gap; твит производителя пасты SpaghettiOs «Вспомни Пирл-Харбор с нами», в котором их маскот держит американский флаг; и якобы расистский твит Home Depot.

187

Dawn Kopecki. JP Morgan’s #AskJPM Twitter Hashtag Backfires Against Bank. Bloomberg. 2013. November 14. URL: http://www.bloomberg.com/news/2013-11-14/jpmorgan-twitter-hashtag-trends-against-bank.html.

188

Susan Adams. Don’t Fire An Employee And Leave Them In Charge Of The Corporate Twitter Account // Forbes, 2013. February 1. URL: http://www.forbes.com/sites/susanadams/2013/02/01/dont-fire-an-employee-and-leave-them-in-charge-of-the-corporate-twitter-account/.

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Andrew Ross Sorkin. McKinsey & Co. Isn’t All Roses in a New Book // New York Times. September 2. URL: http://dealbook.nytimes.com/2013/09/02/in-a-new-book-mckinsey-co-isnt-all-roses/?_r=0.