Building Craft Beer Bands When “Craft” Is A Thing Of Mystery

There’s a story that’s often being sold to beer drinkers. On the one hand, you’ve got 800 pound gorillas: the faceless corporate giants who mass-produce tasteless, watery beer by stuffing it with corn and rice and other things that make purists cringe. On the other hand, there’s the artisan: the little guys with an undying commitment to quality and […]

Marketing Food in a World of Global Identities

Food is a sensitive subject in many ways. It’s more than sustenance, it’s how we define ourselves – and others. In a more global world, cultural and ethnic boundaries are increasingly becoming more permeable. Food in particular is available in more ethnic diversity than ever before. And therein lies a paradox. As diets become more […]

Brands and Self-Creation

The old brand model advocated the creation of an external brand image to influence consumers. It talked about benefits, it talked about the company, it promised to give you sex appeal. Those times are long past. This is partly due to the sheer number of channels in which people interact, but I believe there is […]

Love, Rot, and Cheese: Culture and Marketing Artisanal Foods

Let’s talk about cheese. Cheese is at its most basic level carefully rotted milk. Beyond the milk itself, it is, like beer, an ancient domestication of microbial activities for human consumption. We work in concert with communities of bacteria, molds, and fungi, eating the sugars, proteins, and fats in the milk to produce the hundreds […]

Beer, Brands, and Identity

Drinking alcohol seems to be one of the few things humans nearly everywhere do. Beer in particular has long been a part of human history and people have enjoyed raising a pint with friends since well before, well, pints were a thing. By 4000 BC the Sumerians were fermenting a form of bread to make […]

Post Pop: Identity as Brand

How Brands Shape Identity (And Why It Matters) Coming out of anthropology, I have always been interested in social and cultural interaction, identity, and how we display ourselves in a public venue. This interest was driven to the forefront of my mind again recently when attending Indy Pop Con, an event dedicated to cosplay, anime, […]

You Are What You Brand

It sometimes seems lost on people, but consumers have begun to face an important problem: the increased uncertainty about various product attributes. This arises from various asymmetric information consumers have access to, regarding a specific product. Consumers tend to assess certain product attributes in a holistic manner rather than a case by case basis – […]

In the Age of Emotion

When historians look back on the early years of the 21stcentury they will note a paradigm shift from the closing years of the Information Age to the dawning of a new age, The Age of Emotion.  Now, there are those that would argue that in a period defined by prolonged economic ennui ROI is the […]

Brands, Ads, and Culture

The old advertising model advocated the creation of an external brand image to influence consumers. It talked about benefits, it talked about the company, it promised to give you sex appeal. Those times are long past. This is partly due to the sheer number of channels in which people interact, but we believe there is […]

Healthcare and Branding

We all know the perils in marketing healthcare, whether we’re talking about pharmaceuticals, services, or devices. While there is a mythology created about the world’s best clinics and the world’s most affective treatments, the fears people harbor about healthcare tend to drive the conversation – medication side effects, the wait at the office, the horror […]