Cultural Insight and Strategy - A Sociological Agenda - TNSMerlien Institute
Presented by Michael B. Griffiths, Global Expert, Cultural Insight & Strategy, TNS
at Qualitative360 Asia 2013
19-21 November 2013, Singapore
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
Presentation about city marketing and city branding, using our work for the City of Amsterdam as the key example. Also includes examples of other destinations like NYC, Russia, West Coast of Tasmania, and Kuala Lumpur.
Cultural Insight and Strategy - A Sociological Agenda - TNSMerlien Institute
Presented by Michael B. Griffiths, Global Expert, Cultural Insight & Strategy, TNS
at Qualitative360 Asia 2013
19-21 November 2013, Singapore
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://qual360.com/
Cultural Strategy Battle School - iStrategyLabsEric Shutt
Cultural Brand Strategy is the link between creative and strategy that can elevate brands, campaigns, and creative work to achieve a culturally iconic status. These creative executions side-step conventional marketing value propositions and categorical benefits — in favor of positioning Brands to address, disrupt, and resolve specific cultural tensions in a social context. Often ‘snuck in’ by agency creatives and missing from explicit client creative direction — learn the basics of how to identify, create and execute on creative strategy in a new way.
Theory and sources by Douglas Holt & Douglas Cameron; 'Cultural Strategy' & 'How Brands Become Icons'.
Presentation about city marketing and city branding, using our work for the City of Amsterdam as the key example. Also includes examples of other destinations like NYC, Russia, West Coast of Tasmania, and Kuala Lumpur.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
23 of the world's most effective Positioning TerritoriesAshton Bishop
A brand's role is to own a position in their customers' minds. The way to find the 'position' that's right for you is to consider the dominant positioning territories. Step Change Marketing has compiled 23 of the world's best and most effective. Which one's right for you and your brand?
Si 93% des marques venaient à disparaitre, personne ne s'en soucierait...
Dans une société où l’attachement à la marque est en pleine perte de vitesse, quels sont les leviers pour faire que votre marque compte ?
Découvrez la nouvelle étude de l'équipe Stratégie et développement de Dagobert autour des marques qui comptent
From Selling the City to City Branding. A Critical PerspectivePrivate
Lecture on city branding at the University of Groningen, The Netherlands by Eduardo Oliveira.
"Cities and mega-cities, rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition between cities to establish their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance" (Baker, 2011).
City Branding: The case of Stockholm (Sweden).SmartCitiesTeam
Stockholm's City Branding.
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
You already know about product branding, now let’s discuss a whole new level about branding another object: City Branding. City Branding is the use of marketing techniques to give a city a unique identity in the minds of citizens, visitors, companies and investors.
As cities compete globally to attract tourism, investment and talent, as well as to achieve many other objectives, the concepts of brand strategy are increasingly adopted from the commercial world and applied in pursuit of urban development, regeneration and quality of life.
----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
John Gibson, Vice President/Global Planning Director at The Martin Agency, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolu...Eric Shutt
As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.
At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.
In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.
By the end, you’ll be able to:
1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.
2) Evaluate the fundamental value and purpose that people get from your Brand.
3) Identify and understand current gaps in your strategic and tactical marketing approach.
4) Apply different types of strategic thinking to content, creative, and campaign planning.
5) Be able to identify and become a true Cultural Experience brand.
+++
More @ http://SummitX.co
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
This is a personal school project on creative brief for a marketing campaign. I chose adidas as my client and the brief aimed at launching adidas' new product, Woven Tubular Runner.
Projet de communication digitale : cas Adidas Parley.
Analyse du marché, stratégies de contenus, magazine en ligne, planning éditorial, réseaux sociaux choisis et la communication mise en place.
Nike Case Study (Building a Global Brand Image)Wajid Ali
This particular presentation is based on our research, findings and recommendations regarding building the global brand image for Nike.
Hopefully this will help all interested students.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson : Introduction to branding
Faculty Name: Vishal Desai
23 of the world's most effective Positioning TerritoriesAshton Bishop
A brand's role is to own a position in their customers' minds. The way to find the 'position' that's right for you is to consider the dominant positioning territories. Step Change Marketing has compiled 23 of the world's best and most effective. Which one's right for you and your brand?
Si 93% des marques venaient à disparaitre, personne ne s'en soucierait...
Dans une société où l’attachement à la marque est en pleine perte de vitesse, quels sont les leviers pour faire que votre marque compte ?
Découvrez la nouvelle étude de l'équipe Stratégie et développement de Dagobert autour des marques qui comptent
From Selling the City to City Branding. A Critical PerspectivePrivate
Lecture on city branding at the University of Groningen, The Netherlands by Eduardo Oliveira.
"Cities and mega-cities, rather than countries, are increasingly becoming the principal protagonists between geographical regions. The competition between cities to establish their credentials as the best choice for prospective visitors, investors, business, students and talented people will intensify as places focus on how to convey their competitive edge and relevance" (Baker, 2011).
City Branding: The case of Stockholm (Sweden).SmartCitiesTeam
Stockholm's City Branding.
AthensCoCreation BrandingProject
Panteion University Of Social And Political Sciences
Department of Communication, Media and Culture
MA in Cultural Management
Course: Cultural Marketing and Communication
Course Instructor: Betty Tsakarestou, Assistant Professor and Head of Advertising and Public Relations Lab
You already know about product branding, now let’s discuss a whole new level about branding another object: City Branding. City Branding is the use of marketing techniques to give a city a unique identity in the minds of citizens, visitors, companies and investors.
As cities compete globally to attract tourism, investment and talent, as well as to achieve many other objectives, the concepts of brand strategy are increasingly adopted from the commercial world and applied in pursuit of urban development, regeneration and quality of life.
----
Learn More from Our Website:
https://liasidik.com
Be sure to follow us:
https://www.instagram.com/liasidik
https://www.facebook.com/liasidik.branding
https://twitter.com/liasidik
Or contact our team via WhatsApp +62 89 659 108 869
If you have any additional questions, please leave a comment.
Thank You!
John Gibson, Vice President/Global Planning Director at The Martin Agency, gave this presentation at "Ambidexterity 2," the VCU Brandcenter's Executive Education program for account planning on June 24th at the VCU Brandcenter in Richmond, VA.
Where Are The Jetpacks!? Cultural Experience Marketing and The Digital Revolu...Eric Shutt
As technology and marketing evolve, people are starting to question the role that digital plays in our lives - and the value it adds to real life experience in providing purpose and value.
At the intersection of this transformation in digital are the disciplines of Cultural and Experience Marketing. Only by breaking past established ways of thinking can agencies and brands continue to deliver true value, meaning and purpose to clients and customers.
In this presentation, we’ll explore the convergence of current trends, new approaches, and how to incorporate it all into your strategic planning to be ahead of the game in the years to come.
By the end, you’ll be able to:
1) Understand how the core principles of Cultural and Experience Marketing can guide digital planning.
2) Evaluate the fundamental value and purpose that people get from your Brand.
3) Identify and understand current gaps in your strategic and tactical marketing approach.
4) Apply different types of strategic thinking to content, creative, and campaign planning.
5) Be able to identify and become a true Cultural Experience brand.
+++
More @ http://SummitX.co
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
This is a personal school project on creative brief for a marketing campaign. I chose adidas as my client and the brief aimed at launching adidas' new product, Woven Tubular Runner.
Projet de communication digitale : cas Adidas Parley.
Analyse du marché, stratégies de contenus, magazine en ligne, planning éditorial, réseaux sociaux choisis et la communication mise en place.
Nike Case Study (Building a Global Brand Image)Wajid Ali
This particular presentation is based on our research, findings and recommendations regarding building the global brand image for Nike.
Hopefully this will help all interested students.
In a presentation at the 2016 Neuromarketing World Forum, Aaron Reid of Sentient Decision Science joined NeuroStrata's Thom Noble to share how creative agencies can use neurotools to optimize their creative works in progress. The pair presented the concept via the story of one particular production company in London: Saddington Baynes. Note: These slides do not contain the complete NMWF presentation.
Brand Journalism is about telling a story to engage and inspire your audience, crafting a message that works in the digital age. More at www.writethinking.co.uk
When an area newspaper reduced local coverage, Alabama Power Company saw an opportunity to build its brand, while also providing a community service. Discover how the company benefited from becoming a media entity by reporting news and generating engagement and trust. Former journalist and current Alabama Power strategist Ike Pigott @ikepigott) discusses what the brand did and why.
Consumers, Culture, Media, and Brands - Guest lecture pt. IIHenri Weijo
How consumers have evolved as readers of media texts and what this means for brands. A guest lecture by Henri Weijo (http://www.facade.fi) at the Helsinki School of Economics. Course: Brands in Strategic Marketing.
The Wooing(s) of Marketing by Systemic Cybernetics approache(s)Federica Palumbo
Research Poster presented at Consumer Culture Theory Conference "Mapping Consumer Culture. Latitudes, Legends and Declination". June 26-29, Helsinki, Finland.
This is the first presentation I made after the inception of labels at the Art History Department of the Faculty of Fine Art, at MS University, Baroda.
labels was created for the Fine Arts Fair which is a bi-annual event at the Faculty of Fine Art designed to get students to interact with artisans and produce craft objects.
The phenomenon of brands has transformed the economy and people’s way of life all around the world. Brands constitute part of both the economic dimension (as a business tool) and the social dimension (as a sociological phenomenon) and have the power to change them.
Martin Kornberger, Professor at the Copenhagen Business School, in his book “Brand Society” defends that brands are used to obtain immediate economic returns rather than to transform the society and people’s lives that in turn would lead to economic results and it’s time to change the situation and try to establish close and well-coordinated relations between producers and consumers.
Nowadays, brands represent a new form of organising production and managing consumption and are transcending their habitual domain (organisation) and stretch the borders of influence. They should conform to a formula that combines magic and logic, this is, brands need to provide solutions for improving our lives and at the same time leave impressions in our lives.
The monopoly of businesses for instituting organisation and production is giving way to creativity of communities and social networks. Boundaries between the internal and external are disappearing, enabling greater interaction between stakeholders. Organisational culture is changing towards lower fragmentation and fewer internal divisions. Management is no longer governed by the ideas of authority and control, and includes more elements of autonomy and cooperation.
Regarding this aspect, brands challenge the traditional identity of companies, their capacity to innovate and their organisational culture by putting them in touch with new realities and needs and helping them to understand the changes in the society, economy and capitalism.
Capitalism used to be cold, rational and mechanical. Brands, on the contrary, encourage companies to be more approachable, emotional and organic and drive management through identity, values and life style and act as a link between business and culture that has been missing up until now,
Expectations of stakeholders, and customers in particular, have grown in what concerns design. Ikea, Apple, Google or Starbucks are some of the companies that have understood how to effectively associate the design with their brands and have understood that now brands have to express beauty and be beautiful.
To conclude, Kornberger explains the way psychology, sociology and economy converge; they
transform the way people live and consume as well as the way companies produce goods.
There is no doubt about the importance of brand, and yet more research is needed in the area in order to enable brands accomplish their mission: combine the social and economic dimensions in order to create value.
Design embeds ideas in communication, artifacts and spaces in subtle and psychologically powerful ways. Feminist, class, race and indigenous scholars and activists describe how oppressions (how patriarchy, racism, colonialism, etc.) exist within institutions and also within cultural practices. The theory of symbolic violence sheds light on how design can function to naturalise oppressions and then obfuscate power relations around this process. Through symbolic violence, design can function as an enabler for the exploitation of certain groups of people and the environment they (and ultimately ‘we’) depend on to live. Design functions as symbolic violence when it is involved with the creation and reproduction of ideas, practices, processes and tools that result in structural and other types of violence (including ecocide).
Presentation and conversation at the Design Research Society 2016's Design + Research + Society: Future Focused Thinking conference. The University of Brighton. UK and then again at the Decolonising Design group’s Intersectional Perspectives on Design, Politics and Power at Malmo University in November 2016.
by
Dr. Joanna Boehnert, Research Fellow in Design, CREAM, University of Westminster + EcoLabs
Dr. Bianca Elzenbaumer, Research Fellow in Design, Leeds College of Art + Brave New Alps
Dimeji Onafuwa, PhD candidate, Carnegie Mellon University
Insights cultural diversity and revolutionary change semiotics in emerging ma...LeapFrog Strategy
Well established academically across the human sciences, semiotics has recently achieved mainstream recognition and use in consumer insight and marketing consultancy. Some major client corporations such as P&G and Unilever, using tried and tested suppliers, have achieved considerable success in applying the methodology globally. Many clients and supplier agencies, however, still see semiotics as an optional extra rather than an essential part of a thought through research process. Nowhere is the role of semiotics more important than for international business units looking to learn about developing markets and the increasingly diverse and fluid cross-cultural patterns that characterize globalization today.
It's a presentation based on the paper for World congress of semiotics, Sofia, Sept. 2014, dedicated to the necessity of new perspectives on brand. It discusses the key role of people and socioculture in contemporary brand/ing practice. Semiotics is introduced as a convenient tool for development of new brand knowledge and new generation of brand managers.
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1. JUST DOING IT:
An Explorative Study of Collective Brand
Relationships within A Postmodern Marketplace
2. The Agenda
Summary of findings
New route: The cultural brand perspective:
Brands as icons
The marketplace as a myth market
The relationship between Nike and culture:
Reinventing the American Dream
Nike’s role in today’s myth market
The future: Anti-branding
3. Summary of Findings
Problem statement
“This thesis explores how the collective relationships
between NBRO Running and Nike manifest themselves at
the communal level, and which symbolic meanings members
of NBRO Running ascribe to those relationships within a
context of postmodernism”
4. Summary of Findings
Relationships as a brand community
Consciousness of kind
Rituals and traditions
Moral responsibility
Relationships as a consumer tribe
Linking value
Tribal capital
Brand meaning perspective
Brand loyalty
Give-and-take meanings
5. The Cultural Brand Perspective
Current:
The communal perspective
New:
The cultural brand perspective
(Heding et al. 2009: 183-210)
Brand
Consumer Consumer
Culture Branding
Brand
meaning
Brand
Meaning
6. Assumptions: Brands as Icons
(Schroeder 2009: 124)
(Heding et al. 2009: 210)
Identity value
(contribution to self-
expression)
Identity brands
(‘storied’ brand)
Iconic brands
(cultural storytellers)
Cultural icons
(Powerful symbols) John Wayne, JFK,
Jordan, Rambo, Elvis,
Oprah, Steve Jobs,
Jack Welch, Bruce
Springsteen, Martha
Apple, Nike, Harley,
VW, Coke, Bud
Reebok, Pepsi,
Saab, Coors, IBM,
Dewars. etc.
7. Assumptions: Marketplace as Myth Market
Cultural contradictions
(experienced as desires and
anxieties)
Populist world
(authentic living outside
the commercial sphere)
Consumer myth e.g.
the self-made man
myth
(film, music, politics,
ads etc.)
National ideology
(a system of ideas)
Collective identity
projects
Source Material
Holt 2004
8. Nike: Reinventing American Dream
Early 1970s:
Endorsement strategy
“Rebel with a cause”:
John McEnroe as
rebel
Late 1970s: The post-war
(picnic) American dream
unravels
The US economy
enters recession
looking for ways to
revive the American
Dream
Late 1970s: Nike antidote:
Combative solo willpower
ideology
“There is no finish line”: Celebrating
the individual athletic determination
9. Nike: Reinventing the American Dream
1980s: The ideological
opportunity expands
Corporate
America as a
strong force
looking for ways
to realize the
American dream
Late 1980s: The “Just do it”
myth – challenging Americans
to up their game
“Revolution” –photos of “pure”
athletes succeeding in sports
Early 1990: The African-
American ghetto as populist
world
“Spike and Mike” - fighting your
way out of the “hood” –
metaphor of work
10. Nike in Today’s Myth Market
2013: “Just do it” myth - offering a
rebellious pathway to a healthy lifestyle
Populist world: the rebellious and
authentic hero from NBRO Running
Health fixation ideology
11. The Future: Anti-brandning movement
“Just do it” myth >< doppelgänger brand image
(Adbusters 2015)
(Thompson et al. 2006)
12. Conclusive Remarks
The cultural brand perspective:
brands as brand icons
Marketplace as a myth market
The relationship between Nike and Culture:
Nike: Reinventing the American Dream
Nike in today’s myth market
The future: anti-brandning movement
13. JUST DOING IT:
An Explorative Study of Collective Brand
Relationships within A Postmodern Marketplace
14. References
Heding, T., Knudtzen, C., F., Bjerre, M. (2009). Brand Management: Research, Theory and
Practise. Routledge: London.
Holt, D., B. (2004). How Brands Become Icons: The Principles of Cultural Branding. Harvard
Business School Publishing Corporation: Harvard
Holt, D. B., Cameron, D. Cultural Strategy: Using Innovative Ideologies to Build Breakthrough
Brands. Oxford University Press: New York
Michael Jordan, John McEnroe Nike TV Commercial "Revolution”. (2006, September 26).
Retrieved from: https://www.youtube.com/watch?v=iMXhtFik-vI
NIKE ADS WITH JOHN MCENROE – PART 1. (2010, October 2). Tennis-buzz. Retrieved from:
http://tennis-buzz.com/nike-ads-with-john-mcenroe-part-1/
NIKE PORTLAND WAS HERE! (2013, December 16). NBRO Running. Retrieved from:
http://www.nbrorunning.com/blog/
Schroeder, J., E. (2009). The Cultural Codes of Branding. Marketing Theory (9), 123: 123-126
Taube, A. (2013, September 1). 5 Nike Ads That Shaped The Brand's History. Business Insider.
Retrieved from:
http://www.businessinsider.com/25-nike-ads-that-shaped-the-brands-history-2013-8?
op=1&IR=T
There Is No Finish Line. (2012, March 29). Gap International Blog. Retrieved from:
http://www.gapinternational.com/blog/there-is-no-finish-line/
Thompson, C., J., Rindfleisch, Arsel, Z. Emotional Branding and the Strategic Value of the
Doppelgänger Brand Image. Journal of Marketing, (70): 50-64
Unswooshing. (2015, April 21). Adbusters. Retrieved from:
https://www.adbusters.org/spoofads/unswooshing.
