Hero or Outlaw: How Archetypes Can Tell A Brand Story

In 2001, The Hero and The Outlaw introduced the branding world to the use of archetypes. The book reminds us that humans relate to stories with strong characters, and that storytelling has an important place in marketing. According to Carl Jung, mythic characters—or archetypes—are ingrained in our collective unconscious. We use them to understand the … Continue reading Hero or Outlaw: How Archetypes Can Tell A Brand Story

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Do Brands Have The Power To Change The World?

  Here is the one true thing I know about humans having studied them in action and been one myself for many years: we are essentially “good”. Whether we all know it or not, we share a light of truth that binds us to one another in a spirit of belonging whereby we all have … Continue reading Do Brands Have The Power To Change The World?

Coming Together Over Free Coffee: A Starbucks Political Statement and Marketing Magic

The U.S. political environment is pretty bound up these days with the debt ceiling crisis and government shutdowns, etc.  All the CNN and MSNBC addicts among my readers (I imagine quite a few) are likely well aware.  If you look to your Facebook and Twitter feeds you will likely see lots of griping and general … Continue reading Coming Together Over Free Coffee: A Starbucks Political Statement and Marketing Magic

In Jeans We Trust: Celebrating 140 Years of Levi’s

If I asked you where Jeans were invented I be your first guess would likely be AMERICA! Or maybe it would be China - given where most of the things we buy are made. Fact is you would me mostly correct. Even though the fabric that today we call Denim comes from Nimes, France - … Continue reading In Jeans We Trust: Celebrating 140 Years of Levi’s

The Hipsterization of Marketing and What it Means for Consumer Culture

I would once again like to thank my Canadian colleagues for being an endless source of inspiration for my blog. And this time it has nothing to do with maple syrup! Indeed the article I have copied below from Marketing.ca is all about one of my favorite consumer anthropology topics: Hipsters! But it goes one … Continue reading The Hipsterization of Marketing and What it Means for Consumer Culture

Is Instagram The Photographer’s Friend or Its Faux?

I love this perspective (see re-blog / link below)  from a photographer about Instagram and it's role as an anthropological and sociological exercise.  He doesn't label Instagrammers as "posers" like some more "serious" hipster photographers might.  Rather, he (or she?) points to the value it has in allowing us to share and bond over our … Continue reading Is Instagram The Photographer’s Friend or Its Faux?

The Power Of The Human Brand

This is a post I wrote a couple of years ago for my "professional" blog that I think gives some insight into why I do what undo for a living: strategic research, foresight brand strategy. The narcissist in me is sure you are intensely curious. ;). But more importantly its actually a more common pint … Continue reading The Power Of The Human Brand

Music To My Wallet: A Sociology Of Style Perspective On The Soundtrack Of Shopping

  As I always say, context is everything.  Some of that context is obvious:  what you see around you and the deeply held beliefs or cultural values that you carry with you.  These things ultimately have an impact on your day-to-day actions and ultimately your behavior as a consumer - one who purchases things.  The … Continue reading Music To My Wallet: A Sociology Of Style Perspective On The Soundtrack Of Shopping

Brands Make Me Feel Like I Belong

In a number of senses, brands give me a sense of purpose. In my case this predominantly happens on a professional level. I observe, analyze, contextualize, inspire and help build / innovate / sustain brands. I am also a consumer who chooses, uses, advocates for and otherwise helps sustain brands from the flip side of … Continue reading Brands Make Me Feel Like I Belong