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Peter Mayer - Culture Matters

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There’s a unique culture living deep within your brand. We're here to help unleash it on the world. …

There’s a unique culture living deep within your brand. We're here to help unleash it on the world.

Every brand has capital—financial, human, intellectual and, most important, cultural. Cultural capital can’t be logged in a spreadsheet or counted as inventory. But it’s there and, if properly managed, can create deep, emotional connections between customers and brands that defy competition, price and even convenience. At Peter Mayer, we specialize in uncovering a brand’s cultural capital and turning it into ideas that get results.


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  • 1. C U L T U R E M A T T E R S
  • 2. peteramayer.com
  • 3. There’s a unique culture living deep within your brand. We’re here to help unleash it on the world. Every brand has capital—financial, human, intellectual and, most important, cultural. Cultural capital can’t be logged in a spreadsheet or counted as inventory. But it’s there and, if properly managed, can create deep, emotional connections between customers and brands that defy competition, price and even convenience. At Peter Mayer, we specialize in uncovering a brand’s cultural capital and turning it into ideas that get results. Culture Matters | 5
  • 4. Zatarain’s Bringing New Orleans flavor to the rest of the u.s. Zatarain’s has a rich history of making New Orleansstyle food, dating back to 1889. While practically a cultural institution in its hometown, Zatarain’s was just another box on the shelf in supermarkets across the country. We knew that moms were looking for ways to make dinner more exciting, so we saw this as an opportunity to introduce real New Orleans dishes from Zatarain’s to everyone. By leveraging the unique culture of the brand we were able to present Zatarain’s as a welcome departure from bland and boring meals, helping to grow it into a leading national brand. Culture Matters | 7
  • 5. Marucci Tapping into the culture of elite athletes. Sports can be full of distractions. Contracts and scandals and 24-hour talking heads—everything that has nothing to do with the actual game. But we uncovered a different culture in sports— one where kids were doing very unkidlike things. Waking up early. Working hard. Never taking a day off. We turned that insight into an idea: Honor the Game. Using that as our platform, we created a brand for Marucci that connected dedicated athletes everywhere into a larger movement, with Honor the Game as their rallying cry. Culture Matters | 9
  • 6. Louisiana Tourism Louisiana Tourism is more than the French Quarter. For most potential visitors, their understanding of Louisiana was little more than Bourbon Street and jazz. We needed to give people reasons to visit all of Louisiana, not just New Orleans. So we created a brand that stood for something bigger than any one destination. Louisiana became the state of authenticity. Travelers looking for authentic, unmanufactured cultural experiences could find them in Louisiana, whether they were in Shreveport, Lafayette or New Orleans. This approach helped make Louisiana one of the country’s most successful and fastest-growing tourism destinations. 100% Colorization, 7.5% Film Grain – FINAL A five-star dinner in a one-star shack. Seafood so fresh you can feel the Gulf breeze. Diving headfirst into the local culture. © 2011 The Louisiana Department of Culture, Recreation & Tourism Culture Matters | 11
  • 7. CenturyLink Helping turn a telecom into a lifestyle brand. When we started working with CenturyLink they were called CenturyTel, as in long distance and dial tone. But early on we knew that, as technology rapidly changed, CenturyLink would have to change the way it connected with people. So we shifted the conversation to a focus on what stateof-the-art technology allows people to do—run a business, spend time with the kids, enjoy a date night under the stars. With this branded approach, we have helped CenturyLink grow into a Fortune 150 company. Culture Matters | 13
  • 8. New Orleans Saints Connecting the saints with the people of louisiana. Before the Saints were Super Bowl champs, they weren’t necessarily known for winning. That made filling the Superdome difficult. But we knew that New Orleanians were fiercely loyal; we just needed to give them a reason to care beyond the outcome of a game. Through a series of campaigns, we showed how NFL football was different in New Orleans, helping to create a deeper connection between the Saints and their fans. Our work worked, garnering an Effie, and in 2006, we helped sell out the Dome, a first for the franchise and a trend that has continued ever since. Culture Matters | 15
  • 9. Culture. It’s who we are and what we do. In 1967, Peter Mayer had the audacity to start an agency—in New Orleans, of all places. But it turns out it’s the perfect place to run a marketing firm focused on culture and creativity. Our connection to the unique culture of our hometown is the foundation for the work we do. More than 40 years since Peter opened the doors, we have grown into a regional and national agency with a crew of 200 professionals—all bound by a love for brands and the unique connections they create with customers. Culture Matters | 17
  • 10. Clients Our client experience represents a wide range of industries. But for all, culture matters. ® Part of the culture of Peter Mayer is to give back to the those that are helping to better our communities. Below is a short list of the organizations that we support through pro bono work. Anti-Defamation League Arts Council of New Orleans Bureau of Governmental Research Catholic Charities The Center for Children and Families Fore!Kids Foundation Friends of the New Orleans Public Library Girls on the Run Greater New Orleans Foundation Habitat for Humanity Jewish Family Service KID smART The Leukemia & Lymphoma Society Louisiana Children’s Museum The Louisiana SPCA New Schools for New Orleans The Ogden Museum of Southern Art Parkinson’s Association of Louisiana United Way Xavier University of Louisiana Culture Matters | 19
  • 11. peteramayer.com