Brand Affinity, Culture, and a Pickup Truck

Brand affinity is the most enduring and valuable level of customer relationship and is based on the mutual belief that the customer and the company share common values. It breeds unshakable trust in the relationship the brand and the consumer share. It is at its strongest level when a customer believes that your brand champions […]

Divorce

Package it, slap a label on it and sell it for $4.99 a pound. It’s as simple as that when you’re selling groceries, right? Hardly. Food, meat in particular, is tied to cultural sensibilities about production, cleanliness, family values and a host of other topics. Meat, like Norman Rockwell images of the American farm, is […]

Liminality and Shopping

You will not find the term “liminality” in many dictionaries. For instance, at last check it is not in the Second Edition of the Oxford English Dictionary. The Oxford English Dictionary does, however, have an entry for “liminal,” the adjectival form, which it lists as a rare usage: “Of or pertaining to the threshold or […]

As Halloween Approaches (Even in September)

Halloween is more than two months away, but already I’ve seen products and displays going up in a few places. For better or worse, the holidays creep further and further out from their actual date as retailers see opportunities to sell their goods. And to add to the impending spookiness that awaits us, I spent […]

Snack Time

In it’s simplest definition, a snack is a small portion of food meant to hold one over between meals. In contrast, a meal is typically comprised of multiple items, has higher caloric content and is usually tied to rituals of time and location.  Historically, snacks were prepared from ingredients commonly available in the home. This […]

Local Marketing, More Than Geography?

There is a belief current amongst marketing professionals that the mass market is starting to break down, and instead of an easy to target homogenous consumer groups in a mass market, the market for many products is dividing into large number of niches, that could make mass market products redundant. Now, I would be disinclined […]

Retail and Anthropology

Someone asked me the other day how anthropology fits into retail. Since it was a cocktail party I needed to be brief. And I think that brevity is sometimes our best friend.  In short, we help retailers understand that shopping is about more than simply finding “things”. Retail is growing increasingly complex. 70% of purchases […]

Speaking to Business, Not Academics

Why do ethnographers find their work dismissed in many business settings?  Because we don’t always practice what we preach.  Once we land projects, we often fail to do an assessment of the most crucial cultural sample of all – the client. Vast numbers of pages, complex discussions of theoretical frameworks, and jargon-laden language are understood […]

Social Media Monitoring, Black Friday and the Why We Buy

There is a wild-west mentality that dominates the corporate conversation about social media. Like the cavalier approach to the internet at the close of the 20th century, strategy appears secondary as we scramble to find meaning behind numbers and attempt to generate capital out of something that is still in its infancy. This approach is […]

The Sacred Passage: Liminality and Shopping as Transformation

You will not find the term “liminality” in many dictionaries. For instance, at last check it is not in the Second Edition of the Oxford English Dictionary. The Oxford English Dictionary does, however, have an entry for “liminal,” the adjectival form, which it lists as a rare usage: “Of or pertaining to the threshold or […]