brandnography™
     March 2010




                  ©	
  AnEmilie	
  2010
a classically trained
anthropologist...
                                                   Strategy




BA in Anthropology...
sees the world in
 a certain way:



                    ©	
  AnEmilie	
  2010
this is the world I was coming from...




                                         ©	
  AnEmilie	
  2010
everything isthe world I was coming from...
    this is cultural




                                              ©	
  An...
everything isthe world I was coming from...
    this is cultural




                                everything is changin...
a classically trained
marketer sees the world
   very differently



                          ©	
  AnEmilie	
  2010
©	
  AnEmilie	
  2010
models are static




                    ©	
  AnEmilie	
  2010
models are static




                    everything is about execution and outputs
                                      ...
most marketing models
  don’t incorporate
 cultural knowledge
      or change


                        ©	
  AnEmilie	
  2...
Media     Advertising
Research
            Strategy   & Identity




 Direct      Brand       Public
Marketing   Strategy ...
but they could...




                    ©	
  AnEmilie	
  2010
Media
               Traffic     Advertising
 Research
Ethnography   Strategy
              Patterns    &Symbols
          ...
if only they understood
culture a little bit better



                              ©	
  AnEmilie	
  2010
culture has two basic layers




                               ©	
  AnEmilie	
  2010
a structural foundation of social forces and human behavior,




religion         politics economics              kinship
...
and an evolving, ever-changing layer of ornamentation.




religion       politics economics              kinship

       ...
most marketers focus on what is cool now




      “we need a twitter strategy”

     “we need to get on foursquare”

  “w...
but the real insights come from understanding the
          bonds between the foundation and the now




                 ...
seeing these bonds allows a real understanding of the
         contextual web of meaning for each brand


                ...
brand strategy becomes nimble and flexible using cultural
   metrics to monitor the changing meaning of a brand




religi...
and cultural knowledge makes it easier to identify
               and act upon opportunities




religion      politics ec...
enter
brandnography™



                 ©	
  AnEmilie	
  2010
brands   &   ethnography




                           ©	
  AnEmilie	
  2010
Brands   &   Ethnography




                           ©	
  AnEmilie	
  2010
Brands    & Ethnography
   brandnography™




                          ©	
  AnEmilie	
  2010
brandnography™ comes
from one simple principle



                            ©	
  AnEmilie	
  2010
understanding and identifying forces within
             foundational social structures




“We must study what concerns [...
helps us see opportunities for people and brands in the now




                                                      ©	
 ...
!

the brandnography™ method incorporates both layers:
1. a long-term, ethnographic perspective on relevant
   foundationa...
!
brandnography™
1. identifies relevant foundational social forces and structures

methodologies
immersion

contextual inte...
!
brandnography™
2. traces the development of opportunities in the now

methodologies
trend mapping

symbology, semiotics ...
!
brandnography™
analysis of tailored brand meaning metrics™ feed data into
  various tools to help guide strategic brand ...
emilie hitch
    cultural anthropologist,
                                            Strategy
    philanthropist, strateg...
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introducing brandnography™

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introducing brandnography™

  1. 1. brandnography™ March 2010 ©  AnEmilie  2010
  2. 2. a classically trained anthropologist... Strategy BA in Anthropology, Yale, 2001 MSc in Social Anthropology, & The London School of Economics and Political Science, 2006 “If There are No Women: Muted Group Theory and Feminist Assumptions of Universal Womanhood.” MPhil in Anthropology Anthropology The London School of Economics and Political Science, 2007 “Youth and Hope in Arequipa, Peru” ©  AnEmilie  2010
  3. 3. sees the world in a certain way: ©  AnEmilie  2010
  4. 4. this is the world I was coming from... ©  AnEmilie  2010
  5. 5. everything isthe world I was coming from... this is cultural ©  AnEmilie  2010
  6. 6. everything isthe world I was coming from... this is cultural everything is changing everything is cultural ©  AnEmilie  2010
  7. 7. a classically trained marketer sees the world very differently ©  AnEmilie  2010
  8. 8. ©  AnEmilie  2010
  9. 9. models are static ©  AnEmilie  2010
  10. 10. models are static everything is about execution and outputs ©  AnEmilie  2010
  11. 11. most marketing models don’t incorporate cultural knowledge or change ©  AnEmilie  2010
  12. 12. Media Advertising Research Strategy & Identity Direct Brand Public Marketing Strategy Relations Internal Online & CRM Brand Interactive Strategy ©  AnEmilie  2010
  13. 13. but they could... ©  AnEmilie  2010
  14. 14. Media Traffic Advertising Research Ethnography Strategy Patterns &Symbols Identity Direct Brand Public Artifacts Marketing Kinship Relations Strategy Internal Internal Online & Social CRM CRM Archetypes Brand Brand Politics Interactive Behavior Strategy Strategy ©  AnEmilie  2010
  15. 15. if only they understood culture a little bit better ©  AnEmilie  2010
  16. 16. culture has two basic layers ©  AnEmilie  2010
  17. 17. a structural foundation of social forces and human behavior, religion politics economics kinship ©  AnEmilie  2010
  18. 18. and an evolving, ever-changing layer of ornamentation. religion politics economics kinship ©  AnEmilie  2010
  19. 19. most marketers focus on what is cool now “we need a twitter strategy” “we need to get on foursquare” “we need to talk about being Green” ©  AnEmilie  2010
  20. 20. but the real insights come from understanding the bonds between the foundation and the now lingui ic symbol l ia ter al stic a ritu m religion politics economics kinship ©  AnEmilie  2010
  21. 21. seeing these bonds allows a real understanding of the contextual web of meaning for each brand mater ial ic c isti symbol lin gu al ritu religion politics economics kinship ©  AnEmilie  2010
  22. 22. brand strategy becomes nimble and flexible using cultural metrics to monitor the changing meaning of a brand religion politics economics kinship ©  AnEmilie  2010
  23. 23. and cultural knowledge makes it easier to identify and act upon opportunities religion politics economics kinship ©  AnEmilie  2010
  24. 24. enter brandnography™ ©  AnEmilie  2010
  25. 25. brands & ethnography ©  AnEmilie  2010
  26. 26. Brands & Ethnography ©  AnEmilie  2010
  27. 27. Brands & Ethnography brandnography™ ©  AnEmilie  2010
  28. 28. brandnography™ comes from one simple principle ©  AnEmilie  2010
  29. 29. understanding and identifying forces within foundational social structures “We must study what concerns [man] most intimately, that is, the hold life has on him.” -Bronislaw Malinowski, 1922 ©  AnEmilie  2010
  30. 30. helps us see opportunities for people and brands in the now ©  AnEmilie  2010
  31. 31. ! the brandnography™ method incorporates both layers: 1. a long-term, ethnographic perspective on relevant foundational social forces and structures and 2. a real-time investigation of the now to generate rich insights and opportunities for the web of meaning between people and brands. ©  AnEmilie  2010
  32. 32. ! brandnography™ 1. identifies relevant foundational social forces and structures methodologies immersion contextual interviews “what is the currency?” journals “who has status?” imagination boards “how are things related?” social media monitoring “which objects matter?” archetype panels “what are the common behaviors?” network mapping brand genealogy “what do people value?” archival ethnography ©  AnEmilie  2010
  33. 33. ! brandnography™ 2. traces the development of opportunities in the now methodologies trend mapping symbology, semiotics and iconography “whatʼs hot?” brand preference and perception “what are people saying?” personal and archetypal profiling “where are they saying it?” social media monitoring “who are the heroes today?” network mapping “what are the favorite things right now?” object and experiential observation “how have preferences user experience analysis changed?” pop culture tracking ©  AnEmilie  2010
  34. 34. ! brandnography™ analysis of tailored brand meaning metrics™ feed data into various tools to help guide strategic brand planning brand meaning metrics shared linguistics semiotic patterns cultural elements -brand meaning metrics™ kinship mapping -brand bearing brief™ hierarchical/status -design dashboard™ objectification personification evolutionary trends social behavior ©  AnEmilie  2010
  35. 35. emilie hitch cultural anthropologist, Strategy philanthropist, strategy architect, hockey player, lover of cheeses, brand builder, traveler, singer, photographer and all around smarty pants. & Thinkers & Makers, LLC founding partner emilie@thinkersandmakers.com Anthropology for thoughts on Good Strategy, follow me: @anemilie http://anemilie.com/blog/ ©  AnEmilie  2010

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