Culturally relevant brands enjoy more frequency, larger margins and a greater survivability in negative business climates.
People personify the things they value in life. Whether it’s a beverage, an auto, or a favorite fast food drive-through, cultural value is rewarded with “relationship status”.
When business components are at competitive parity; e.g., price, quantity, quality, location, the loved brand always wins and the relevant brand is always loved.
Brands must maintain a respectful, responsible, and most importantly, an evolving relationship with its consumers and the marketplace in general.
Brand love results only when you listen, understand, and respond in a positive manner. I have developed a process to accomplish this.
Observation of desired, but often unarticulated outcomes, reveals opportunities for winning consumer propositions.
I have designed and managed projects on five continents, including vibrant emerging and developing markets such as China, India, Brazil, Mexico and Turkey.
I utilize techniqes inspired by anthropology, to reveal in-context human insight. I apply custom processes to develop culturally relevant response systems for brand and product development. Using Semiotics, Ethnography, Projective and Intuitive Ideation and other advanced techniques which provide you with empathic consumer perspective and frameworks for brand positioning and design of identity, product, retail, and communications.
