Marketing Won't Save You. Your Consumers Will.
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
Noël Theodosiou • The Radical Potential of Semiotics & Cultural Strategy
Keely Adler added
Keely Adler and added
The problem with most marketing parlance is that it's dehumanising. The language causes marketers to think of people not as human beings with real human needs, but as a resource of potential consumers to be manipulated into parting with their money. The task of marketing becomes a left-brain, ‘control and numbers' exercise instead of a human exchan
... See moreCarolyn Tate • Conscious Marketing: How to Create an Awesome Business with a New Approach to Marketing
Ana Fragoso added
Quality content without marketing has a chance, but content with perfected cultural-fit marketing is poised for stardom.
ZINE • Content Overload & Trends in TV Viewing Rituals
Matt Klein and added
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
Douglas Holt • Branding as Cultural Activism
Mike Renaud and added
All in all, product marketing businesses can only do so much to situate their goods in these broader cultural worlds without eating into their margins.
Toby Shorin • Life After Lifestyle
The fundamental message of marketing must change from "we want your money" to "we share your interests".
Jeff Jarvis • WHAT WOULD GOOGLE DO
