The who you are by your
possessions & associations
Phenomenon
Dr.
 Jonathan
 A.J.
 Wilson
 
BSc
 MBA
 PhD
 
FGMN
 MCIM
 MAM
 MCIPR
 MIPRA
 MCMI
 AssocCIPR
 ...
Background
 to
 my
 approach
 
Phenomenological Eagle Eye method
• 
• 
• 
• 
Being
 on
 the
 inside
 
Bei...
unveiling… unmasking… unpacking… unpicking… mapping…
The Brand Mask
The Mask of Cool
Firstly:
 Branding
 3.0
 
Brand
 Definitions
 
•  The
 American
 Marketing
 Association
 (1960)
 defines
 a
 
brand
 as
 being:	...
Branding:
 Schools
 of
 thought
 
&
 progression
 
•  From
 Hard
 to
 Soft
 Power
 and
 Economics	...
‘Brands’ are here
But it shouldn’t be about creating Aliens & Ambassadors
 
It’s about Authenticity Balance & Communic...
The Germans & Japanese
changed perceptions
and rebranded
 
By setting universal
standards of:
High-quality, performa...
One
 Brand
 –
 several
 markets
 
Virgin Shopping Mall
Jeddah, Saudi Arabia
Branding
 doesn’t
 
affect
 me
 
Branding
 controls
 
our
 minds
 
Strong or weak theory?
Creative process –
Pop Culture Marketing & Branding
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Pop Culture Marketing & Branding

Slides are from my masterclass delivered on 10th December 2013, in the Philip Kotler Theatre, MarkPlus Inc. headquarters, Jakarta, Indonesia. My take is founded on two simple principles: Firstly, that the best clues as to who we are, and what we think, feel, and do, can be found through investigating the tangible and intangible: - Media, brands and associated objects that we possess and consume - Diversity in friends, family, jobs and hobbies - Rituals that we engage in - And ethno-cultural experiences around us. Second of all, that Marketing has become the new core skill of everyone. Consumers aren't just being marketed to, they also take part in marketing the things that they consume and even themselves. This also extends outside of consumer marketing and into business-to-business (B2B) and personal branding settings.
Published on: Mar 4, 2016
Published in: Business      Technology      
Source: www.slideshare.net


Transcripts - Pop Culture Marketing & Branding

  • 1. The who you are by your possessions & associations Phenomenon
  • 2. Dr.  Jonathan  A.J.  Wilson   BSc  MBA  PhD   FGMN  MCIM  MAM  MCIPR  MIPRA  MCMI  AssocCIPR   Senior  Lecturer  &  Course  Leader   AdverAsing  &  MarkeAng  CommunicaAons   j.a.j.wilson@gre.ac.uk
  • 3. Background  to  my  approach   Phenomenological Eagle Eye method •  •  •  •  Being  on  the  inside   Being  on  the  outside   Looking  from  above   Swooping  in   InspiraAon:   Sidney  J.  Levy  Swimming  in  the  Culture   Consumer  Culture  Theory  Conference,   Oxford  Saïd,  August  2012
  • 4. unveiling… unmasking… unpacking… unpicking… mapping… The Brand Mask The Mask of Cool
  • 5. Firstly:  Branding  3.0
  • 6. Brand  Definitions   •  The  American  Marketing  Association  (1960)  defines  a   brand  as  being:    “A  name,  term,  sign,  symbol,  or  design,  or  combination  of   them  which  is  intended  to  identify  the  goods  or  services  of   one  seller  or  group  of  sellers  and  to  differentiate  them  from   those  of  competitors.”     •  More  recently,  Brand  Channel  (2009)  defines  brands  as   being,    “a  mixture  of  attributes,  tangible  and  intangible,   symbolised  in  a  trademark,  which,  if  managed  properly,   creates  value  and  influence.”
  • 7. Branding:  Schools  of  thought   &  progression   •  From  Hard  to  Soft  Power  and  Economics     •  Brand  -­‐  Customer/Consumer  interactions  &  consumption:   –  Economic  approach                  (pre  80’s)   –  Identity  approach                    (90’s)   –  Consumer-­‐based  approach              (90’s)   –  Personality  approach                  (90’s)   –  Relational  approach                  (90’s)   –  Community  approach                  (oo’s)   –  Cultural  approach                    (00’s)   –  Experience                        (00’s)   –  Cultural  Consumption  &  Social  Networks  (2012)   Jonathan  A.J.  Wilson  (2012)  PhD  Thesis:  The  Brand,  Culture  &  Stakeholder-­‐based  Brand  Management  phenomenon:  An  Interna?onal  Delphi  Study.
  • 8. ‘Brands’ are here But it shouldn’t be about creating Aliens & Ambassadors   It’s about Authenticity Balance & Communication   A B C
  • 9. The Germans & Japanese changed perceptions and rebranded   By setting universal standards of: High-quality, performance, efficiency, sophistication, and desirability
  • 10. One  Brand  –  several  markets
  • 11. Virgin Shopping Mall Jeddah, Saudi Arabia
  • 12. Branding  doesn’t   affect  me   Branding  controls   our  minds   Strong or weak theory?
  • 13. Creative process –

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