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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What’s Fueling “The Bern?” The Secret Every Marketer Should Know

Yet another view into the world of a "professional" narcissistic anthropologist at work.  Posted this morning on the company site / linkedin. On a side note, I was recently inspired by a new blog i found called The Anxious Anthropologist to start writing more of "the fun stuff"...so expect something new soon.   As Cultural Strategists, we … Continue reading What’s Fueling “The Bern?” The Secret Every Marketer Should Know

From Meme to Marketing: The Power of Viral Meaning-Creation

  This morning whilst enjoying my leftover steak dinner turned steak omelet (waste not want not) I was also going through the Sunday paper coupons (as is a typical suburban Sunday morning activity - so I have observed). Whilst perusing the pages of discounts for new, necessary hair care products and butter substitutes I came … Continue reading From Meme to Marketing: The Power of Viral Meaning-Creation

More! A Nostalgic Snapshot of 80’s Consumer Culture

As I was sifting through the magazine rack at my local thrift store - searching for "stimulus" for an innovation ideation (say THAT ten times fast) session - I came across the type of rare gem that made my narcissistic anthropologist day. It was this issue of Soap Opera Digest from July of 1984. I … Continue reading More! A Nostalgic Snapshot of 80’s Consumer Culture

Why Coke’s “America The Beautiful” Superbowl Ad Brought Out America’s Ugly

Let me start by saying that I may be a few day's late to this party having been engaged in other life event activities over Superbowl Sunday and not having turned on a television until last night.  Why? That being said, I am aware that I apparently missed a doozy of a backlash against one … Continue reading Why Coke’s “America The Beautiful” Superbowl Ad Brought Out America’s Ugly

Breaking Breakfast News: Froot Loops Are All the Same Flavor

And here I sit, a dejected consumer anthropologist, believing I had mastered the system of flavor-by-color. For years I have coded my candy flavors by color: red, blue, orange- knowing full well that they didn’t deserve their “fruit flavor” designations but that the dyes and chemistry had earned them their own flavor category. Imagine my shock now that it has been revealed that one of my favorite candies – cereal (that’s a whole other blog) has been flavored with LIES!!!!!!

NewsFeed

We hate to be the ones to tell you this, but: you’ve been eating a bowl of lies for breakfast … and you probably liked it.

Turns out that the delicious, multicolored O’s that make up Froot Loops don’t actually represent different fruit flavors. Reddit’s Today I Learned series recently unearthed a 1999 article from the Straight Dope, which confirms that “according to Kellogg’s, all of those delectable loops are flavored the same.”

If you fainted into your cereal bowl after reading that, you’re not alone. We’ve all been misled by those tempting lime green, orange, purple, yellow and red loops into thinking they are lime, orange, grape, lemon and cherry and/or strawberry flavored, when, in fact, they all the same flavor. That flavor? “Froot,” which according to Wikipedia, stems from “a blend of fruit flavors.”

The good folks at Food Beast did some scientific blind testing and…

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From The Mouths of Millennials: Why They Are Awesome!

Since the day I walked into my first job as a consumer culture researcher and brand strategist,  the number one "target" for the roster of companies on my client list was Millennials.  Then:  tweens and teens ready to enter the working world and start driving cars -  but influencing the spending of their parents in … Continue reading From The Mouths of Millennials: Why They Are Awesome!

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

The Lesbiman: A New Masculine Ideal?

In the last couple of years I have spent a good amount of time studying the context  of the American Male (often in comparison with other geographies / cultures).  The concept of masculinity as a part of how men make their consumer behavior choices is pretty interesting.  I have been affirmed in some areas and … Continue reading The Lesbiman: A New Masculine Ideal?