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 […]

3 Things to ALWAYS consider in your fieldwork

There are always too many things to think about in the field. So the key to making it work out is to categorize and develop a model before you go out. ┬áThis model will, of course, be different for everyone but these are three buckets that usually help people ground their research. NORMS Cultural norms […]