De-commercialization

Applications in brand strategy

Com·mer·cial·i·za·tion /kəmərSHələˈzāSH(ə)n/ is “the process of managing or running something principally for financial gain.” Related is com·mod·i·fi·ca·tion /kəˌmädəfəˈkāSH(ə)n/, “the transformation of things into objects of trade.”

Commercialization started with industrialization, when products were mass produced instead of being handmade in small batches by the…

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Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.