The who you are by your
possessions & associations
Phenomenon
Dr.	
  Jonathan	
  A.J.	
  Wilson	
  
BSc	
  MBA	
  PhD	
  
FGMN	
  MCIM	
  MAM	
  MCIPR	
  MIPRA	
  MCMI	
  AssocCIPR	
  ...
Background	
  to	
  my	
  approach	
  
Phenomenological Eagle Eye method
• 
• 
• 
• 

Being	
  on	
  the	
  inside	
  
Bei...
unveiling… unmasking… unpacking… unpicking… mapping…

The Brand Mask	

The Mask of Cool
Firstly:	
  Branding	
  3.0	
  
Brand	
  Definitions	
  
•  The	
  American	
  Marketing	
  Association	
  (1960)	
  defines	
  a	
  
brand	
  as	
  being:	...
Branding:	
  Schools	
  of	
  thought	
  
&	
  progression	
  
•  From	
  Hard	
  to	
  Soft	
  Power	
  and	
  Economics	...
‘Brands’ are here

But it shouldn’t be about creating Aliens & Ambassadors	
  

It’s about Authenticity Balance & Communic...
The Germans & Japanese
changed perceptions
and rebranded



 

By setting universal
standards of:


High-quality, performa...
One	
  Brand	
  –	
  several	
  markets	
  
Virgin Shopping Mall
Jeddah, Saudi Arabia
Branding	
  doesn’t	
  
affect	
  me	
  

Branding	
  controls	
  
our	
  minds	
  

Strong or weak theory?
Creative process –
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
Pop Culture Marketing & Branding
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Pop Culture Marketing & Branding

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Slides are from my masterclass delivered on 10th December 2013, in the Philip Kotler Theatre, MarkPlus Inc. headquarters, Jakarta, Indonesia.

My take is founded on two simple principles:

Firstly, that the best clues as to who we are, and what we think, feel, and do, can be found through investigating the tangible and intangible:
- Media, brands and associated objects that we possess and consume
- Diversity in friends, family, jobs and hobbies
- Rituals that we engage in
- And ethno-cultural experiences around us.

Second of all, that Marketing has become the new core skill of everyone. Consumers aren't just being marketed to, they also take part in marketing the things that they consume and even themselves. This also extends outside of consumer marketing and into business-to-business (B2B) and personal branding settings.

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Pop Culture Marketing & Branding

  1. 1. The who you are by your possessions & associations Phenomenon
  2. 2. Dr.  Jonathan  A.J.  Wilson   BSc  MBA  PhD   FGMN  MCIM  MAM  MCIPR  MIPRA  MCMI  AssocCIPR   Senior  Lecturer  &  Course  Leader   AdverAsing  &  MarkeAng  CommunicaAons   j.a.j.wilson@gre.ac.uk  
  3. 3. Background  to  my  approach   Phenomenological Eagle Eye method •  •  •  •  Being  on  the  inside   Being  on  the  outside   Looking  from  above   Swooping  in   InspiraAon:   Sidney  J.  Levy  Swimming  in  the  Culture   Consumer  Culture  Theory  Conference,   Oxford  Saïd,  August  2012  
  4. 4. unveiling… unmasking… unpacking… unpicking… mapping… The Brand Mask The Mask of Cool
  5. 5. Firstly:  Branding  3.0  
  6. 6. Brand  Definitions   •  The  American  Marketing  Association  (1960)  defines  a   brand  as  being:    “A  name,  term,  sign,  symbol,  or  design,  or  combination  of   them  which  is  intended  to  identify  the  goods  or  services  of   one  seller  or  group  of  sellers  and  to  differentiate  them  from   those  of  competitors.”     •  More  recently,  Brand  Channel  (2009)  defines  brands  as   being,    “a  mixture  of  attributes,  tangible  and  intangible,   symbolised  in  a  trademark,  which,  if  managed  properly,   creates  value  and  influence.”  
  7. 7. Branding:  Schools  of  thought   &  progression   •  From  Hard  to  Soft  Power  and  Economics     •  Brand  -­‐  Customer/Consumer  interactions  &  consumption:   –  Economic  approach                  (pre  80’s)   –  Identity  approach                    (90’s)   –  Consumer-­‐based  approach              (90’s)   –  Personality  approach                  (90’s)   –  Relational  approach                  (90’s)   –  Community  approach                  (oo’s)   –  Cultural  approach                    (00’s)   –  Experience                        (00’s)   –  Cultural  Consumption  &  Social  Networks  (2012)   Jonathan  A.J.  Wilson  (2012)  PhD  Thesis:  The  Brand,  Culture  &  Stakeholder-­‐based  Brand  Management  phenomenon:  An  Interna?onal  Delphi  Study.    
  8. 8. ‘Brands’ are here But it shouldn’t be about creating Aliens & Ambassadors   It’s about Authenticity Balance & Communication   A B C
  9. 9. The Germans & Japanese changed perceptions and rebranded   By setting universal standards of: High-quality, performance, efficiency, sophistication, and desirability
  10. 10. One  Brand  –  several  markets  
  11. 11. Virgin Shopping Mall Jeddah, Saudi Arabia
  12. 12. Branding  doesn’t   affect  me   Branding  controls   our  minds   Strong or weak theory?
  13. 13. Creative process –

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