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Marketingconsilience<br />Using modern sciences to bring new approach  toMARKETING<br />
It’s my opinion!<br />THE AGENDA<br />The world has changed<br />Thinking as advanced<br />Marketing should embrace<br />A...
The world has changed…but marketing has not kept pace<br />Digital is dominant<br />More and more…<br />Media<br />Message...
Thinking ahead<br />Marketing                        is about understanding and predicting customer behaviour<br />
Thinking advances<br />Add to the collective experience of  marketing<br />Marketing planning can be more positive and eff...
Utilising  new behavioural understanding                         in marketing<br />practice<br />
Home making<br />Whilst the men hunted…Women made the home…<br />Home is the symbol of the family<br />Home-making will al...
Loyalty & Relationships<br />We advanced by belonging and caring for each other<br />Our group is important to us<br />We ...
Shopper behaviour<br />We are driven by our senses – all of them<br />Our instinct tell us to acquire it now whist we can<...
Shared experience <br />We  worked in teams to achieve success<br />We look to leaders for authority and endorsement<br />...
Colour <br />Colour is significant<br />We see in 3 primary colours<br />Based on natural observations and historic use<br...
Brands & Positioning<br />Brand positionings reflect our inherent attitudes…<br />We seek out authority<br />We look for f...
Branding & Bonding<br />Products are based on logic<br />Values are more important than logic<br />Emotion is the bond of ...
Logos<br />We understand symbols <br />They are stronger than simple writing<br />Make the logo  more than a wordmark more...
Technology Take-up<br />We always made and used tools<br />We sought out and tried the new<br />Today’s rapid changes in t...
In Conclusion…<br />So much of marketing is about human behaviour<br />New understandings mean we can improve marketing pr...
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Marketing anthropology presentation

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Marketing anthropology presentation

  1. 1. Marketingconsilience<br />Using modern sciences to bring new approach toMARKETING<br />
  2. 2. It’s my opinion!<br />THE AGENDA<br />The world has changed<br />Thinking as advanced<br />Marketing should embrace<br />Anthropology<br />Neuroscience<br />Behavioural Economics<br />
  3. 3. The world has changed…but marketing has not kept pace<br />Digital is dominant<br />More and more…<br />Media<br />Messages<br />Technology + process prevail<br />Design universal<br />Brands abound<br />Marketing function losing status<br />
  4. 4. Thinking ahead<br />Marketing is about understanding and predicting customer behaviour<br />
  5. 5. Thinking advances<br />Add to the collective experience of marketing<br />Marketing planning can be more positive and effective<br />
  6. 6. Utilising new behavioural understanding in marketing<br />practice<br />
  7. 7. Home making<br />Whilst the men hunted…Women made the home…<br />Home is the symbol of the family<br />Home-making will always loom large…<br />
  8. 8. Loyalty & Relationships<br />We advanced by belonging and caring for each other<br />Our group is important to us<br />We want to belong and have it recognised<br />We don’t like groups we don’t belong to<br />Loyalty transcends logic<br />
  9. 9. Shopper behaviour<br />We are driven by our senses – all of them<br />Our instinct tell us to acquire it now whist we can<br />Bright light and oxygen make us more active<br />Yet we need risk re-assurance<br />Women are wired to care & provide<br />
  10. 10. Shared experience <br />We worked in teams to achieve success<br />We look to leaders for authority and endorsement<br />We are prepared to rely on others<br />Winning and losing together builds relationships<br />
  11. 11. Colour <br />Colour is significant<br />We see in 3 primary colours<br />Based on natural observations and historic use<br />Individual colours have different understandings <br />
  12. 12. Brands & Positioning<br />Brand positionings reflect our inherent attitudes…<br />We seek out authority<br />We look for friends and those who will help us<br />We aim to lower the cost <br />
  13. 13. Branding & Bonding<br />Products are based on logic<br />Values are more important than logic<br />Emotion is the bond of relationship<br />Brands build relationships<br />Encompass many products<br />
  14. 14. Logos<br />We understand symbols <br />They are stronger than simple writing<br />Make the logo more than a wordmark more a symbol<br />Hittite Symbols from Byblos 2000 BC <br />Bronze Age Trade Marks Recognise any?<br />
  15. 15. Technology Take-up<br />We always made and used tools<br />We sought out and tried the new<br />Today’s rapid changes in technology mean the customer will always be ahead of the marketer<br />
  16. 16. In Conclusion…<br />So much of marketing is about human behaviour<br />New understandings mean we can improve marketing practice<br />Marketing should lead business growth…<br />

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