Why Methodology and Theory Matter for Marketing

Some years ago I had someone interject into a conversation that the work we had done was “just a theory.”  I decided to ask just what the word “theory” meant to him and the response was hardly a surprise – a theory is an idea, plain and simple. It is subjective, a novel thought based on […]

Ethnography, Training, and the Perils of Ethno-Lite

We have a vast spectrum of methodologies at our disposal these days, from attitudinal approaches through to behavioral. From big data to semiotics to ethnography. We also have a wide interpretation of what these terms mean. So let’s talk about ethnography briefly. What ethnography does, or should do, is uncover meaning and complexity through a […]

Grey Salmon and Building A Brand

A few years back, people were left reeling after ABC revealed in a piece on farmed salmon a widespread use of chemical coloring in the industry. Following the report, much of the public voiced concerns, outrage in some cases, over the chemicals used and a general feeling of deception about the practice’s existence, even though […]

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 […]

The Changing Meaning of the Family Meal

Eating meals as a family is a daily event so routine, so ordinary that it is taken for granted. But it is also a central part of social relationships and cultural rituals, as well as a symbolic means of coming together. Across cultures and time, food sharing is an almost universal medium for expressing connectedness. […]

The Rise of eSports

Since the advent and growth of eSports giants like Dota 2 and League of Legends, the gaming community has called for mainstream recognition regarding legitimacy. Take Colin Cowherd’s 2015 rant against esports for example. There are undeniable similarities between professional gaming and conventional sports, but the arguments have generally been ineffective in dispelling traditional beliefs […]

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, […]

AI Marketing: Can the Matrix Buy Milk?

AI is the continued topic of discussion in 2017 and will no doubt remain so for the foreseeable future. Enabling machines to learn, make decisions, and adapt to circumstances without input from people (rather than simply obeying pre-programmed instructions) is the reality of the post-modern world. And while it presents tremendous advantages to society and businesses, […]

More Truth in Advertising

There is a strong belief out there that the interruption-disruption model in advertising is dying out, thanks to shifting consumer trends in behavior and technology. Because shoppers and consumers are increasingly in control of their media content they can and do simply skip those ads they don’t want to see. Social media has further altered […]