QANTAS R&I brief

To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, rather than apply the abstracted and present-tense mind-share model. And they must hire and train cultural a... See more

1. Describe your company. What does your company do?

2. What are the objectives? Spell out the goals and the reasons behind them.

Increase sales / promote awareness / expand client base / obtaining data or information / change image / improve competitiveness / reduce cost / raise MSRP / enhance customer experience / change demographic / provide a mor... See more

Consistently placing business questions at the core of research helps anchor efforts, grounding clients and enabling them to see the applicability of this work. This shouldn’t be difficult, as cultural analysis and semiotics answer a full range of business problems and can seamlessly plug into teams, which enables cross-functional alignment and inn... See more