Brands are widely regarded as a constellation of shared associations surrounding a company and its offerings. On the traditional view of brands, these associations are regarded as perceptions and attitudes in consumers’ minds in relation to a company. We argue that this traditional framing of brands faces an explanatory problem: the inability to satisfactorily explain why certain branding activism initiatives elicit the moralized reactive attitudes that are paradigmatic responses to wrongdoing. In this paper, we argue for a reframing of brands (...) that calls for viewing brands as a series of normatively binding expectations that are ethically akin to promises. Our promissory framing of brands avoids the explanatory problem, illuminates a number of ethical requirements on branding, and reconceptualizes the role of brand managers. (shrink)

Kristina Rolin and Brad Wray agree with an increasing number of epistemologists that knowledge can sometimes be attributed to a group and to none of its individual members. That is, collective knowledge sometimes obtains. However, Rolin charges Wray with being too restrictive about the kinds of groups to which he attributes collective knowledge. She rejects Wray’s claim that only scientific research teams can know while the general scientific community cannot. Rolin forwards a ‘default and challenge’ account of epistemic justification toward (...) her argument that even the general scientific community can know because it’s sometimes the general scientific community, and none of its individual members, that attains epistemic justification. I argue that Rolin faces a dilemma: either she must herself be more restrictive about the kinds of groups to which she attributes collective knowledge or she must concede the general claim that collective knowledge obtains at all. (shrink)

Normative powers like promising allow agents to effect changes to their reasons, permissions and rights by the means of communicative actions whose function is to effect just those changes. An attractive view of the normativity of such powers combines a non-reductive account of their bindingness with a value-based grounding story of why we have them. This value-based view of normative powers however invites a charge of wishful thinking: Is it not bad reasoning to think that we have a given power (...) because it would be good? In this article, I offer a defence of the value-based view of normative powers against this surprisingly under-discussed objection. First, I clarify the challenge by distinguishing between two components of normative powers, which I call the material and normative components, respectively. Secondly, I defend the form of normative explanation involved, showing that it is needed to give convincing value-based explanations for other important normative phenomena, especially rights of autonomy. (shrink)

Ever since the publication of Scanlon’s Promises and Practices and What We Owe to Each Other, expectations have become an important topic within discussions on promises. However, confining the role of expectations to promises does not do justice to their importance in creating obligations more generally. This paper argues that expectations are one of the major sources of obligations created within our personal relationships. What we owe to our friends, partners, or siblings very often follows neither from the duties associated (...) with the given role, nor from our explicit promises, commitments, declarations, or consents. The obligations that our close relationships create often arise from a shared understanding of those relationships—and subsequent mutually acknowledged expectations. (shrink)