Cultural Marketing
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Cultural Marketing
Exploring all issues related to Cultural Marketing: Branding, strategy, consumer culture theory, and more.
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Cultural marketing and branding

Cultural marketing and branding A Talk Between Douglas Holt and Domen Bajde Douglas Holt, Cultural Strategy Group, shares his views with Domen Bajde, Univers...
Joachim Scholz, PhD's insight:

In this video, Douglas Holt presents his alternative view of brands being symbols for consumer that give them meanings and an understanding of the world. Instead of just marketing an emotion, like fun, or owning a physical attribute, like white teeth, via the largest mindshare, this cultural approach to branding is to create a brand ideology that offers value to consumers.

 

In addition to general trends analysis and ethnographies of talking and observing consumers, Douglas Holt recommends to look at the discourses of society, how these discourses change over time, and how consumers are relating to these discourses.

 

This method is about building a context that makes managing a brand possible by providing focus. Thus, what Holt is talking about is not only useful for the big dogs out there - Apple, Nike and Coca Cola - but also and especially for the smaller brands with a particular (more homogeneous) consumer niche.

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Robin Chase: Excuse me, may I rent your car? | Video on TED.com

TED Talks A decade ago, Robin Chase founded Zipcar in the US, now the largest car-sharing company in the world. Now she's exploring the next level of car-sharing: Buzzcar, a French startup that lets people rent their own cars to others.
Joachim Scholz, PhD's insight:

Are Peer Inc. business model the natural evolution from community marketing?

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Joachim Scholz, PhD's curator insight, December 23, 2012 10:16 AM

Some really good talk about the sharing / peer-to-peer / collaborate consumption culture by an expert: the person who first founded zipcar and then buzzcar. She reflects about the differences and symbiosis between traditional / industrial production systems and collaborative /peer-to-peer production systems. She fuses these systems together in her Peers Inc. model: "Bringing the power of the company or coorperation and supercharging the individual."  

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MCP

The Collision-Prevent-Assist-System of Mercedes works well. What if it would have been developed ages ago? What if it would be a lot better we expected? What would…
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Joachim Scholz, PhD's curator insight, August 23, 2013 6:33 AM

Culture Jamming is the practice of creating public and often critical commentary about a brand through means of altering the brand's logo and/or claims, or by creating fake advertising or other forms of communication for the brand. Culture Jamming aims to ridicule a brand or company.

 

On the other side, there is Consumer Generated Advertising, which shares with Culture Jamming that is created not by the company, but it differs in that the consumers who create this CGA are generally favorable towards the company or brand. 

 

An interesting case in between is presented in this video. I can understand that Mercedes wouldn't want to be associated with its content, but the question is to what extent this video really hurts the brand?