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Fournier and Alvarez (2019—this issue) and Batra (2019—this issue), respectively, offer interpretive and psychological perspectives on how brands acquire cultural meanings. In this commentary, we discuss the opportunities for leveraging these two perspectives, and use an assemblage theory lens to uncover the dynamics of how cultural models articulated through cultural myths, metaphors, ideologies, and cultural objects circulate through the brand assemblage and through the consumer assemblage. We offer a bridge-crossing approach to research opportunities bringing both a socio-historical-cultural approach and psychological approach to understand how cultural meanings are assembled into brands and how consumers assemble brands into their lives.

Purpose Digital technologies are changing the ways in which the meanings and identity of both consumers and brands are constructed. This research aims to extend knowledge of how consumer-made “selfie” images shared in social media might contribute to the destabilization of brands as assemblages. Design/methodology/approach Insights are drawn from a critical visual content analysis of three popular champagne brand accounts and consumer-made selfies featuring these brands in Instagram. Findings This study shows how brands and branded selves intersect through “heterotopian selfie practices”. Accentuated by the rise of attention economy and “consumer microcelebrity”, the authors argue that these proliferating selfie images can destabilize spatial, temporal, symbolic and material properties of brand assemblages. Practical implications The implications include a consideration of how selfie practices engender new challenges for brand design and brand management. Originality/value This study illustrates how a brand assemblage approach can guide investigations of brands at multiple scales of analysis. In particular, this paper extends knowledge of visual brand-related user-generated content in terms of how consumers express, visualize and share selfies and how the heterotopian quality of this sharing consequently shapes brand assemblages.

Digital platforms that aggregate products and services, such as Google Shopping or Amazon, have emerged as powerful intermediaries to brand offerings, challenging traditional product brands that have largely lost direct access to consumers. As a counter-measure, several long-established brands have built their own flagship platforms to resume control and foster consumer loyalty. For example, sports brands such as Nike, Adidas, or Asics launched tracking and training platforms that allow for ongoing versatile interactions among participants beyond product purchase. The authors analyze these emerging platform offerings, whose potential brands struggle to exploit, and provide guidance for brands that aim to platformize their business. This guidance comprises the conceptualization of digital platforms as places of consumer crowdsourcing (i.e., consumers drawing value from platform participants such as the brand, other consumers, or third-party businesses) and crowdsending (i.e., consumers providing value to platform participants) of products, services, and content along with a well-defined framework that brands can apply to assemble different types of flagship platforms. Evaluating the consequences of crowdsourcing and crowdsending for consumer–platform relationships, the authors derive a typology of archetypical relationship states and develop a set of propositions to help offline-born product brands thrive through platformization.

Purpose Existing brand literature on assemblage practices has focused on providing a map or geography of brand assemblages, suggesting that an artist brand’s ability to evolve and achieve brand longevity remains constant. Using geology of assemblage, this study aims to explore the types and mechanisms of change in brand evolutions to address the problem of identifying when and how a brand can transform in an evolving marketplace. Design/methodology/approach The authors apply an interpretive process data approach using secondary archival data and in-depth interviews with 31 self-identified fans to explore the artist brand David Bowie over his 50-year career. Findings As an artist brand, Bowie’s ability to evolve his brand was constrained by his assemblage. Despite efforts to defy ageing and retain a youth audience appeal, both the media and his fans interpreted and judged Bowie’s current efforts from a historical perspective and continuously reevaluated his brand limiting his ability to change to remain relevant. Practical implications Brand managers, particularly artist brands and human brands, may find that their ability to change is constrained by meanings in past strata over time. Withdrawal from the marketplace and the use of silence as a communicative practice enabling brand transformations. Originality/value The geology of assemblage perspective offers a more nuanced understanding of brand changes over time beyond the possibilities of incremental or disruptive change. We identify the mechanisms of change that result in minor sedimentation, moderate cracks and major ruptures in a brand’s evolution.

This study delineates the process of brand longevity: the achievement of social salience and ongoing consumer engagement over a sustained period. Our study contributes to branding theory by proposing a multilevel approach to understanding brand longevity through application of an assemblage perspective to answer the question: how do serial brands attain longevity within evolving sociocultural contexts? By applying assemblage theory, we scrutinize the enduring success of a serial media brand over the past 55 years. To address this question, a wide range of archival brand-related data were collected and analyzed, including: analysis of films, books, marketing materials, press commentaries, and reviews, as well as broader contextual data regarding the sociocultural contexts within which the brand assemblage has developed. Our findings empirically support the study of brand longevity in and of itself, and conceptualize brand longevity as relying on an evolutionary approach to assembling the brand, which looks outward from the brand in order to consider the potential of brand elements to prevail in contemporary contexts and to ensure both continuity and change.

Increasingly, circumstances such as divorce, employment commuting, and military service have resulted in the geographic dispersion of family networks, and this reality holds both risks and opportunities for brands, products, and services embedded in family life. The authors leverage a longitudinal design including group interviews (initial/follow-up) and participant diaries to track how families’ consumption practices shift in response to separation, morphing across time and place to retain and strengthen family bonds. Their findings generate a framework that explains how and when colocated consumption practices reassemble through technologies across distances. The framework considers practice dimensions, separation type, motivation, potential/realized capacities, and mobilized technologies to forecast potential practice trajectories under conditions of extended separation. Five potential trajectories emerge: no trial, heroic quests, failed trial, easy translations, and sacred pieces. The authors’ discussion of managerial implications provides suggestions to enable companies to anticipate trajectories and take action to enhance brand use and loyalty to ensure that their brands survive reassembly within existing family practices or become integral to new family practices that feature the brand.

Landscape can be seen as a set of signs, landscape is foreground rather than background, and signs are semiotic items rather than just forms of public signage (Pennycook 2021), therefore the present research moves away from the traditional, text-centred approach of landscape analysis in order to examine not only the linguistic signs but the non-linguistic elements as artefacts, which take place in the brand identity construction of a local small and medium-sized enterprise (SME). The article argues that these elements as assembling artefacts become parts of semiotic assemblages inhabiting the space and represent a key feature of brand identity construction with a focus on the commodification of languages, cultures, and identities. The data consist of observation notes, photographs, and interviews obtained from an ethnographic fieldwork in Sfântu Gheorghe, Romania. The analysis presents a case study based on the concept of semiotic assemblages. The assemblage of linguistic and other resources, such as the smell of smoked meat products, the tune of Szekler folk songs, together with assembling artefacts such as sausages and other Szekler products attract customers to participate in meaning making. The effects generated by an assemblage have the ability to make something happen, in our case attract customers to SMEs.

To address key challenges in clothing trademark quality inspection—namely, insufficient defect samples, unstable performance in complex industrial environments, and low detection efficiency—this paper proposes DLF-YOLO, an enhanced YOLOv11-based model optimized for industrial deployment. To mitigate the problem of limited annotated data, an unsupervised generative network, CycleGAN, is employed to synthesize rare defect patterns and simulate diverse environmental conditions (e.g., rotation, noise, and contrast variations), thereby improving data diversity and model generalization. To reduce the impact of industrial noise, a novel multi-scale dynamic synergy attention (MDSA) attention mechanism is introduced, which utilizes dual attention in both channel and spatial dimensions to focus more accurately on key regions of the trademark, effectively suppressing false detections caused by lighting variations and fabric textures. Furthermore, the high-level selective feature pyramid network (HS-FPN) module is adopted to make the neck structure more lightweight, where the feature selection sub-module enhances the perception of fine edge defects, while the feature fusion sub-module achieves a balance between model lightweighting and detection accuracy through the aggregation of hierarchical multi-scale context information. In the backbone, DWConv replaces standard convolutions before the C3k2 module to reduce computational complexity, and HetConv is integrated into the C3k2 module to simultaneously reduce computational cost and enhance feature extraction capabilities, achieving the goal of maintaining model accuracy. Experimental results on a custom-built dataset demonstrate that DLF-YOLO achieves an mAP@0.5:0.95 of 80.2%, with a 49.6% reduction in parameters and a 25.6% reduction in computational load compared to the original YOLOv11. These results highlight the potential of DLF-YOLO as a scalable and efficient solution for lightweight, industrial-grade defect detection in clothing trademarks.

New rural hotels in China face a critical challenge, with an annual failure rate of 42%. This high rate is attributed to their “Newness Weakness (NW),” characterized by a lack of legitimacy, fragmented resources, and poor adaptability. Drawing on data from 67 Chinese rural hotels under 5 years old, this study investigates how Entrepreneurial Orientation (EO) drives performance within this constrained context. The results confirm a significant positive overall effect of EO on firm performance (β = .43, p < .01). However, this impact is primarily driven by Innovation Frequency (β = .41) and Strategic Proactiveness (β = .35), while the effect of Risk-Taking is weaker (β = .15) due to resource limitations. Crucially, the dimensions of NW function as pivotal moderators. A high legitimacy deficit significantly weakens the profit conversion of a risk-taking orientation (β = −.23), whereas resource fragmentation paradoxically strengthens the revenue growth effect of an innovation orientation (β = .27). The study further uncovers synchronous regulatory effects; for example, a strong brand image buffers the negative impact of new entrant threats on innovation performance (β = −.31). This research contributes a “Dynamic EO” model, develops localized measurement instruments, and constructs an actionable “resource assembly” implementation framework, offering a strategic pathway for nascent rural hotels to transition from survival to sustainable resilience.

A machine vision-based weld seam positioning system for thermos cups is proposed. The system’s operational flow and image algorithms are designed to achieve automatic calibration of the weld seam orientation. Experimental results show a qualification rate of 97.8%, demonstrating robust performance across various cup models. The average positioning error is 45 pixels, with a maximum error of 153 pixels, corresponding to angular deviations of 0.68° and 2.30°, respectively. The average processing time of a single algorithm run is 128 ms, ensuring efficient operation in non-high-speed production scenarios. The results of this study have good application value and also provide some insights for the position calibration of other rotational objects.