The document introduces brandnographyTM, a brand strategy method that incorporates cultural anthropology. It combines long-term ethnographic study of social structures with real-time cultural trends analysis. The goal is to understand the contextual web of meaning between people and brands by identifying opportunities in cultural forces and ornamentation. BrandnographyTM uses methods like immersion, interviews, and social media monitoring to study foundational structures, and then traces brand preferences and perceptions to monitor opportunities in current trends. Insights are applied to brand meaning metrics and strategic tools to guide planning.
We are Thinkers and Makers. We see the world differently than you do.
We use anthropological, culture-centered research, insight and analysis to inspire strategies and solutions for the world's biggest challenges. From brand strategy and business development to fine art, content creation and filmmaking,
we're always looking to collaborate for Good.
Large, regulated industries (like aerospace and telecom, for example) have unique challenges for scaling Agile for distributed, global teams of 500+ people, and associated code bases of several million lines of code. This package focuses on the unique challenges for this type of business environment. Given the premise of a few pilot teams up and running with success, living, loving the Agile Manifesto and associated principles, how do we expand local Agile team success in this environment?
Spring Creek Group is a Seattle-based social marketing agency that helps organizations of all sizes increase awareness, build relationships, and drive growth through online engagement. Our core offerings include strategic planning, analytics, research, community management, influencer outreach, campaign creation, application development, and digital design.
Since our founding in 2006, we’ve worked with some of the world’s leading brands, including Microsoft, HTC, Best Buy, and U.S. Bank, as well as in partnership with a portfolio of best-of-breed digital agencies and technology platform providers. Spring Creek Group operates as a subsidiary of the Mediabrands Audience Platform division of Interpublic Group.
Semiotics: How To Increase Meaningfulness, Effectiveness & Cultural Relevancy...Dr. Martina Olbert
Brand communication suffers from over-saturation, fragmentation, inconsistency, or worse a sheer meaninglessness in the local markets worldwide. What's lacking is the cultural relevancy, which drives innate value of brands and triggers purchase behaviour. Globally unified and adapted brand contents often fail to resonate with the local specifics of people and culture. Semiotics can serve as a great instrument to increase cultural relevancy and stimulate brand growth from bottom up. In this presentation, you'll find the methodological approach to increasing brand's cultural relevancy and a couple of practical examples of optimising brand communication in the Czech Republic. The focus here is on redefining meaning in the beer and detergent categories, as well as the meaning trajectory of femininity in the Czech cultural context.
We are Thinkers and Makers. We see the world differently than you do.
We use anthropological, culture-centered research, insight and analysis to inspire strategies and solutions for the world's biggest challenges. From brand strategy and business development to fine art, content creation and filmmaking,
we're always looking to collaborate for Good.
Large, regulated industries (like aerospace and telecom, for example) have unique challenges for scaling Agile for distributed, global teams of 500+ people, and associated code bases of several million lines of code. This package focuses on the unique challenges for this type of business environment. Given the premise of a few pilot teams up and running with success, living, loving the Agile Manifesto and associated principles, how do we expand local Agile team success in this environment?
Spring Creek Group is a Seattle-based social marketing agency that helps organizations of all sizes increase awareness, build relationships, and drive growth through online engagement. Our core offerings include strategic planning, analytics, research, community management, influencer outreach, campaign creation, application development, and digital design.
Since our founding in 2006, we’ve worked with some of the world’s leading brands, including Microsoft, HTC, Best Buy, and U.S. Bank, as well as in partnership with a portfolio of best-of-breed digital agencies and technology platform providers. Spring Creek Group operates as a subsidiary of the Mediabrands Audience Platform division of Interpublic Group.
Semiotics: How To Increase Meaningfulness, Effectiveness & Cultural Relevancy...Dr. Martina Olbert
Brand communication suffers from over-saturation, fragmentation, inconsistency, or worse a sheer meaninglessness in the local markets worldwide. What's lacking is the cultural relevancy, which drives innate value of brands and triggers purchase behaviour. Globally unified and adapted brand contents often fail to resonate with the local specifics of people and culture. Semiotics can serve as a great instrument to increase cultural relevancy and stimulate brand growth from bottom up. In this presentation, you'll find the methodological approach to increasing brand's cultural relevancy and a couple of practical examples of optimising brand communication in the Czech Republic. The focus here is on redefining meaning in the beer and detergent categories, as well as the meaning trajectory of femininity in the Czech cultural context.
Trend slides are taken from the original presentation given August 2010, some topics and discussions are not present.
The deck was created to stir thought-provoking creativity when developing "near" future marketing strategies.
Tami Honesty is President of Urbanology Inc., a multimedia boutique agency specializing in holistic marketing strategy from global - national - to local activation in high-propensity areas - Strategy to results.
She is available for conferences, corporate gatherings and team rallies. Additionally, available for more concentrated areas of focus upon request.
Meaning Architecture: How Can Semiotics Gain More Traction In Solving Busine...Dr. Martina Olbert
How reframing Semiotics as the ‘Cultural Systems Thinking’ for Business can help brands and organisations navigate sense and create meaning for the value creation & growth. Based on the talk for the Festival of #NewMR on February 8, 2018. The presentation can be accessed here: http://newmr.org/presentations/5a284880/
The web IS social, that is not the question anymore. This presentation covers various social media concepts and the most important evolutions in social media tools in the past year. It aims to help guide strategies and actions rather give step-by-step instructions. Fell free to comment and question!
Brand Week 2019 Istanbul | The Future Of Brands: Lead With Meaning At The CoreDr. Martina Olbert
Brands are in the business of meaning exchange. Meaning is what we consume in all things, be it products, services or our human relationships. It drives our decisions and behaviours. It is the cornerstone of value.
Meaning is the core intangible asset for brands to build and retain value and grow long-term equity. Without meaning, brands become innately hollow, empty shells and mere commodities.
Understanding how people create, share and consume meaning and how to navigate meaning systemically in the global market full of cultural complexity is paramount to the future success of brands and organisations.
Meaning is quickly becoming the new leading business currency in the 21st century. Semiotics and anthropology are the new literacy, the new language that brand leaders need to speak to keep their brands relevant, valuable and profitable in the quickly changing world today.
Istanbul, Turkey | November 6, 2019
https://www.brandweekistanbul.com/
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now
Trend slides are taken from the original presentation given August 2010, some topics and discussions are not present.
The deck was created to stir thought-provoking creativity when developing "near" future marketing strategies.
Tami Honesty is President of Urbanology Inc., a multimedia boutique agency specializing in holistic marketing strategy from global - national - to local activation in high-propensity areas - Strategy to results.
She is available for conferences, corporate gatherings and team rallies. Additionally, available for more concentrated areas of focus upon request.
Meaning Architecture: How Can Semiotics Gain More Traction In Solving Busine...Dr. Martina Olbert
How reframing Semiotics as the ‘Cultural Systems Thinking’ for Business can help brands and organisations navigate sense and create meaning for the value creation & growth. Based on the talk for the Festival of #NewMR on February 8, 2018. The presentation can be accessed here: http://newmr.org/presentations/5a284880/
The web IS social, that is not the question anymore. This presentation covers various social media concepts and the most important evolutions in social media tools in the past year. It aims to help guide strategies and actions rather give step-by-step instructions. Fell free to comment and question!
Brand Week 2019 Istanbul | The Future Of Brands: Lead With Meaning At The CoreDr. Martina Olbert
Brands are in the business of meaning exchange. Meaning is what we consume in all things, be it products, services or our human relationships. It drives our decisions and behaviours. It is the cornerstone of value.
Meaning is the core intangible asset for brands to build and retain value and grow long-term equity. Without meaning, brands become innately hollow, empty shells and mere commodities.
Understanding how people create, share and consume meaning and how to navigate meaning systemically in the global market full of cultural complexity is paramount to the future success of brands and organisations.
Meaning is quickly becoming the new leading business currency in the 21st century. Semiotics and anthropology are the new literacy, the new language that brand leaders need to speak to keep their brands relevant, valuable and profitable in the quickly changing world today.
Istanbul, Turkey | November 6, 2019
https://www.brandweekistanbul.com/
Basics of Social Media / Social Marketing.
basics of building communities, brand advocates, brand ambassadors, when social meets mobile, location based services, contextual marketing, let's get started right now