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brandnography™
     March 2010




                  ©	
  AnEmilie	
  2010
a classically trained
anthropologist...
                                                   Strategy




BA in Anthropology, Yale, 2001


MSc in Social Anthropology,                          &
The London School of Economics and
Political Science, 2006
“If There are No Women: Muted Group Theory and
Feminist Assumptions of Universal Womanhood.”



MPhil in Anthropology                            Anthropology
The London School of Economics and
Political Science, 2007
“Youth and Hope in Arequipa, Peru”




                                                                ©	
  AnEmilie	
  2010
sees the world in
 a certain way:



                    ©	
  AnEmilie	
  2010
this is the world I was coming from...




                                         ©	
  AnEmilie	
  2010
everything isthe world I was coming from...
    this is cultural




                                              ©	
  AnEmilie	
  2010
everything isthe world I was coming from...
    this is cultural




                                everything is changing
                                everything is cultural
                                              ©	
  AnEmilie	
  2010
a classically trained
marketer sees the world
   very differently



                          ©	
  AnEmilie	
  2010
©	
  AnEmilie	
  2010
models are static




                    ©	
  AnEmilie	
  2010
models are static




                    everything is about execution and outputs
                                                      ©	
  AnEmilie	
  2010
most marketing models
  don’t incorporate
 cultural knowledge
      or change


                        ©	
  AnEmilie	
  2010
Media     Advertising
Research
            Strategy   & Identity




 Direct      Brand       Public
Marketing   Strategy    Relations




            Internal
                        Online &
  CRM        Brand
                       Interactive
            Strategy

                                     ©	
  AnEmilie	
  2010
but they could...




                    ©	
  AnEmilie	
  2010
Media
               Traffic     Advertising
 Research
Ethnography   Strategy
              Patterns    &Symbols
                            Identity




 Direct        Brand        Public
 Artifacts
Marketing                   Kinship
                           Relations
              Strategy



              Internal
              Internal     Online &
                             Social
  CRM
  CRM
Archetypes     Brand
               Brand
               Politics
                          Interactive
                            Behavior
              Strategy
              Strategy

                                        ©	
  AnEmilie	
  2010
if only they understood
culture a little bit better



                              ©	
  AnEmilie	
  2010
culture has two basic layers




                               ©	
  AnEmilie	
  2010
a structural foundation of social forces and human behavior,




religion         politics economics              kinship

                                                       ©	
  AnEmilie	
  2010
and an evolving, ever-changing layer of ornamentation.




religion       politics economics              kinship

                                                     ©	
  AnEmilie	
  2010
most marketers focus on what is cool now




      “we need a twitter strategy”

     “we need to get on foursquare”

  “we need to talk about being Green”

                                           ©	
  AnEmilie	
  2010
but the real insights come from understanding the
          bonds between the foundation and the now




                                                      lingui
   ic
  symbol




                         l
                       ia
                   ter




                                            al



                                                       stic
                  a




                                           ritu
              m


religion            politics economics            kinship

                                                           ©	
  AnEmilie	
  2010
seeing these bonds allows a real understanding of the
         contextual web of meaning for each brand


                   mater
                           ial
   ic




                                       c
                                isti
  symbol




                       lin   gu




                                            al
                                           ritu
religion        politics economics                kinship

                                                       ©	
  AnEmilie	
  2010
brand strategy becomes nimble and flexible using cultural
   metrics to monitor the changing meaning of a brand




religion       politics economics               kinship

                                                      ©	
  AnEmilie	
  2010
and cultural knowledge makes it easier to identify
               and act upon opportunities




religion      politics economics                kinship

                                                         ©	
  AnEmilie	
  2010
enter
brandnography™



                 ©	
  AnEmilie	
  2010
brands   &   ethnography




                           ©	
  AnEmilie	
  2010
Brands   &   Ethnography




                           ©	
  AnEmilie	
  2010
Brands    & Ethnography
   brandnography™




                          ©	
  AnEmilie	
  2010
brandnography™ comes
from one simple principle



                            ©	
  AnEmilie	
  2010
understanding and identifying forces within
             foundational social structures




“We must study what concerns [man] most intimately, that is,
  the hold life has on him.”
                               -Bronislaw Malinowski, 1922



                                                               ©	
  AnEmilie	
  2010
helps us see opportunities for people and brands in the now




                                                      ©	
  AnEmilie	
  2010
!

the brandnography™ method incorporates both layers:
1. a long-term, ethnographic perspective on relevant
   foundational social forces and structures and
2. a real-time investigation of the now
to generate rich insights and opportunities for the web of
   meaning between people and brands.




                                                             ©	
  AnEmilie	
  2010
!
brandnography™
1. identifies relevant foundational social forces and structures

methodologies
immersion

contextual interviews                “what is the currency?”
journals
                                     “who has status?”
imagination boards
                                     “how are things related?”
social media monitoring
                                     “which objects matter?”
archetype panels
                                     “what are the common behaviors?”
network mapping

brand genealogy                      “what do people value?”

archival ethnography

                                                                 ©	
  AnEmilie	
  2010
!
brandnography™
2. traces the development of opportunities in the now

methodologies
trend mapping

symbology, semiotics and iconography    “whatʼs hot?”

brand preference and perception         “what are people saying?”
personal and archetypal profiling        “where are they saying it?”
social media monitoring                 “who are the heroes today?”
network mapping                         “what are the favorite things
                                        right now?”
object and experiential observation
                                        “how have preferences
user experience analysis                changed?”
pop culture tracking


                                                                ©	
  AnEmilie	
  2010
!
brandnography™
analysis of tailored brand meaning metrics™ feed data into
  various tools to help guide strategic brand planning


brand meaning metrics
shared linguistics

semiotic patterns

cultural elements
                              -brand meaning metrics™
kinship mapping
                              -brand bearing brief™
hierarchical/status
                              -design dashboard™
objectification

personification

evolutionary trends

social behavior
                                                        ©	
  AnEmilie	
  2010
emilie hitch
    cultural anthropologist,
                                            Strategy
    philanthropist, strategy architect,
    hockey player, lover of cheeses,
    brand builder, traveler, singer,
    photographer and all around
    smarty pants.
                                              &


Thinkers & Makers, LLC
founding partner
emilie@thinkersandmakers.com
                                          Anthropology

for thoughts on Good Strategy,
follow me: @anemilie
http://anemilie.com/blog/

                                                         ©	
  AnEmilie	
  2010

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introducing brandnography™

  • 1. brandnography™ March 2010 ©  AnEmilie  2010
  • 2. a classically trained anthropologist... Strategy BA in Anthropology, Yale, 2001 MSc in Social Anthropology, & The London School of Economics and Political Science, 2006 “If There are No Women: Muted Group Theory and Feminist Assumptions of Universal Womanhood.” MPhil in Anthropology Anthropology The London School of Economics and Political Science, 2007 “Youth and Hope in Arequipa, Peru” ©  AnEmilie  2010
  • 3. sees the world in a certain way: ©  AnEmilie  2010
  • 4. this is the world I was coming from... ©  AnEmilie  2010
  • 5. everything isthe world I was coming from... this is cultural ©  AnEmilie  2010
  • 6. everything isthe world I was coming from... this is cultural everything is changing everything is cultural ©  AnEmilie  2010
  • 7. a classically trained marketer sees the world very differently ©  AnEmilie  2010
  • 9. models are static ©  AnEmilie  2010
  • 10. models are static everything is about execution and outputs ©  AnEmilie  2010
  • 11. most marketing models don’t incorporate cultural knowledge or change ©  AnEmilie  2010
  • 12. Media Advertising Research Strategy & Identity Direct Brand Public Marketing Strategy Relations Internal Online & CRM Brand Interactive Strategy ©  AnEmilie  2010
  • 13. but they could... ©  AnEmilie  2010
  • 14. Media Traffic Advertising Research Ethnography Strategy Patterns &Symbols Identity Direct Brand Public Artifacts Marketing Kinship Relations Strategy Internal Internal Online & Social CRM CRM Archetypes Brand Brand Politics Interactive Behavior Strategy Strategy ©  AnEmilie  2010
  • 15. if only they understood culture a little bit better ©  AnEmilie  2010
  • 16. culture has two basic layers ©  AnEmilie  2010
  • 17. a structural foundation of social forces and human behavior, religion politics economics kinship ©  AnEmilie  2010
  • 18. and an evolving, ever-changing layer of ornamentation. religion politics economics kinship ©  AnEmilie  2010
  • 19. most marketers focus on what is cool now “we need a twitter strategy” “we need to get on foursquare” “we need to talk about being Green” ©  AnEmilie  2010
  • 20. but the real insights come from understanding the bonds between the foundation and the now lingui ic symbol l ia ter al stic a ritu m religion politics economics kinship ©  AnEmilie  2010
  • 21. seeing these bonds allows a real understanding of the contextual web of meaning for each brand mater ial ic c isti symbol lin gu al ritu religion politics economics kinship ©  AnEmilie  2010
  • 22. brand strategy becomes nimble and flexible using cultural metrics to monitor the changing meaning of a brand religion politics economics kinship ©  AnEmilie  2010
  • 23. and cultural knowledge makes it easier to identify and act upon opportunities religion politics economics kinship ©  AnEmilie  2010
  • 24. enter brandnography™ ©  AnEmilie  2010
  • 25. brands & ethnography ©  AnEmilie  2010
  • 26. Brands & Ethnography ©  AnEmilie  2010
  • 27. Brands & Ethnography brandnography™ ©  AnEmilie  2010
  • 28. brandnography™ comes from one simple principle ©  AnEmilie  2010
  • 29. understanding and identifying forces within foundational social structures “We must study what concerns [man] most intimately, that is, the hold life has on him.” -Bronislaw Malinowski, 1922 ©  AnEmilie  2010
  • 30. helps us see opportunities for people and brands in the now ©  AnEmilie  2010
  • 31. ! the brandnography™ method incorporates both layers: 1. a long-term, ethnographic perspective on relevant foundational social forces and structures and 2. a real-time investigation of the now to generate rich insights and opportunities for the web of meaning between people and brands. ©  AnEmilie  2010
  • 32. ! brandnography™ 1. identifies relevant foundational social forces and structures methodologies immersion contextual interviews “what is the currency?” journals “who has status?” imagination boards “how are things related?” social media monitoring “which objects matter?” archetype panels “what are the common behaviors?” network mapping brand genealogy “what do people value?” archival ethnography ©  AnEmilie  2010
  • 33. ! brandnography™ 2. traces the development of opportunities in the now methodologies trend mapping symbology, semiotics and iconography “whatʼs hot?” brand preference and perception “what are people saying?” personal and archetypal profiling “where are they saying it?” social media monitoring “who are the heroes today?” network mapping “what are the favorite things right now?” object and experiential observation “how have preferences user experience analysis changed?” pop culture tracking ©  AnEmilie  2010
  • 34. ! brandnography™ analysis of tailored brand meaning metrics™ feed data into various tools to help guide strategic brand planning brand meaning metrics shared linguistics semiotic patterns cultural elements -brand meaning metrics™ kinship mapping -brand bearing brief™ hierarchical/status -design dashboard™ objectification personification evolutionary trends social behavior ©  AnEmilie  2010
  • 35. emilie hitch cultural anthropologist, Strategy philanthropist, strategy architect, hockey player, lover of cheeses, brand builder, traveler, singer, photographer and all around smarty pants. & Thinkers & Makers, LLC founding partner emilie@thinkersandmakers.com Anthropology for thoughts on Good Strategy, follow me: @anemilie http://anemilie.com/blog/ ©  AnEmilie  2010