CultureCulture is not cool-hunting.It’s about understanding why people do whatthey do.
My workRapha - defining how a luxury cycling brandconnects with womenBSkyB - understanding the social role oftelevision in British cultureThe Royal Mail - understanding theimportance of “real” stuff in a world ofdigital mediaDivine Chocolate - leadership in a cultureof small, independent businesses
SocialSocial Media StrategyQ. What is the social role of your product?Q. How can your brand/product make people’slives more social? - How are people connected/connecting? - How do you empower people to connect? - What community has your brand inspired?
Social is just humanHistoryTagArtists always sign their workYour audience “Denim is the uniform of thecreative industry”
SumBeing social is not about using social mediaSocial media isn’t necessarily very socialUnderstand your audience and how they arealready socialDo stuff, tell stories, products becomesouvenirsSocial media just amplifies your storiesBe accessible, real and humbleUnderstand the social life of your productand the human side of its creation