Publication details [#62764]

Kohler, Gregory. 2017. ‘Gregory Dry’: Parody and the morality of brand. Language in Society 46 (5) : 719–737.
Publication type
Article in journal
Publication language
Place, Publisher
Cambridge University Press


This paper explores how a Sardinian manager employs parody in an oral narrative to construct and contest moralities surrounding personal and corporate identities. Parody in storytelling appears a key analytical tool for grasping brand and branding strategies.