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The who you are by your possessions & associations

Phenomenon

Dr. Jonathan A.J. Wilson BSc MBA PhD FGMN MCIM MAM MCIPR MIPRA MCMI AssocCIPR

Senior Lecturer & Course Leader AdverAsing & MarkeAng CommunicaAons

[email protected]

Background to my approach

•  Being on the inside •  Being on the outside •  Looking from above •  Swooping in

InspiraAon: Sidney J. Levy Swimming in the Culture Consumer Culture Theory Conference, Oxford Saïd, August 2012

Phenomenological Eagle Eye method

unveiling… unmasking… unpacking… unpicking… mapping…

The Brand Mask The Mask of Cool

Firstly: Branding 3.0

•  The American Marketing Association (1960) defines a brand as being: “A name, term, sign, symbol, or design, or combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.”

•  More recently, Brand Channel (2009) defines brands as

being, “a mixture of attributes, tangible and intangible, symbolised in a trademark, which, if managed properly, creates value and influence.”

Brand Definitions

•  From Hard to Soft Power and Economics •  Brand -‐ Customer/Consumer interactions & consumption:

–  Economic approach (pre 80’s) –  Identity approach (90’s) –  Consumer-‐based approach (90’s) –  Personality approach (90’s) –  Relational approach (90’s) –  Community approach (oo’s) –  Cultural approach (00’s) –  Experience (00’s) –  Cultural Consumption & Social Networks (2012)

Branding: Schools of thought & progression

Jonathan A.J. Wilson (2012) PhD Thesis: The Brand, Culture & Stakeholder-‐based Brand Management phenomenon: An Interna?onal Delphi Study.

‘Brands’ are here

But it shouldn’t be about creating Aliens & Ambassadors

It’s about Authenticity Balance & Communication

A B C

The Germans & Japanese changed perceptions and rebranded By setting universal standards of: High-quality, performance, efficiency, sophistication, and desirability

One Brand – several markets

Virgin Shopping Mall Jeddah, Saudi Arabia

Strong or weak theory?

Branding controls our minds

Branding doesn’t affect me

��Creative process – ��Art or Science?��

Secondly: Culture 3.0

•  “Different countries, different customs” Peachy: The Man Who Would Be King

•  Herskovits (1948) is of the view that culture “is the man-‐made part of the environment”

•  “A system of values and norms that are shared among a group of people and that when taken together cons>tute a design for living” By: Hofstede, Namenwirth and Weber

Defining Culture

The Human Transactional Exchange

Human Cultural Experience Equa>on =

[(How I see myself) + (How I am seen)] [(How they see themselves) + (How I see them)]

[(Internal Me) + (External Me)] [(Internal Them) + (External Them)]

Transac>onal exchange Horizontal: free exchange, +ve outcomes Horizontal: free exchange, -‐ve outcomes

Asymmetric: +ve (dominant), -‐ve (harmful) Jonathan A.J. Wilson (2012) PhD Thesis: The Brand, Culture & Stakeholder-‐based Brand Management phenomenon: An Interna?onal Delphi Study.

Transactional Analysis

Parent

Adult

Child

Parent

Adult

Child

Nurturing

CriAcal

Free

Adapted

Eric Berne (1964) The Games People Play

SupporAng ‘the other’

•  If it was the football World Cup, or Olympics, and your first choice team/athlete was not compeAng, who would you support?

•  What drives that decision? •  How do you (or others) arrive at your choice? •  What role does branding play in this process?

Wilson, J.A.J. & Liu, J. (2012), "Surrogate Brands -‐ The pull to adopt and create hybrid idenAAes -‐ via sports merchandise", Interna?onal Journal of Sport Management and Marke?ng, Vol.11 No.3/4, pp.172-‐192.

Universals? e.g. aMrac>veness •  Situa>on specific interpreta>ons as to what cons>tutes beauty,

aMrac>veness and desirability exist within cultures

•  e.g. TradiAonal Japanese culture craves porcelain-‐white flawless skin, hidden from the sun; whilst popular Japanese culture encourages some of the younger generaAons to chase golden brown sun tans, or even obviously fake ‘orange’ tans from a bomle

•  Conversely the Japanese aestheAc concept of wabi sabi is lauded when appreciaAng gardens and ceramics. Wabi sabi guides observers towards assessing beauty in terms of the impermanent, imperfect and incomplete

•  Campaigns are evaluated and defined according to human characterisAcs

•  Therefore, as branding tends towards such values, it is suggested the tradiAonal markeAng constructs need added depth, texture, context and refinement

Thirdly: Stakeholders 3.0

Stakeholder analysis

Wilson, J.A.J. (2011), “The Brand Stakeholder Approach – Broad and Narrow-‐based views to managing consumer-‐centric brands”, [Chapter], in (2011), Branding and Sustainable Compe??ve Advantage: Building Virtual Presence, Ed. Kapoor, A. and Kulshrestha, C., Hershey, PA: IGI Global.

Brand & Cultural Leadership 3.0 Finale: Roadmaps & Crossroads:

The 8C’s of Hermeneutics

Brand


Wilson, J.A.J. (2013), “Why culture mamers in markeAng and where?”, The Marketeers, June, Indonesia: MarkPlus Inc., pp.78-‐84.

Overlapping petals of Culture Venn diagram

An emerging Emo Dual Cool of

Wilson, J.A.J. (2013), “Emo-‐Indonesian Youth – A New School of Dual Cool”, The Marketeers, April, Indonesia: MarkPlus Inc., pp.82-‐87.

C10REAM3

• The 10 Cs • Reciprocity • Emotion • Authenticity • Messaging… Myths… Meaning


Wilson, J.A.J. (2013), “I-‐MarkeAng 3.0”, The Marketeers, September, Indonesia: MarkPlus Inc., pp.80-‐83.

Being me means we reciprocate in order to differentiate

Wilson, J.A.J. (2013), “MarkeAng – the new core skill for all?”, The Marketeers, August, Indonesia: MarkPlus Inc., pp.82-‐87.

Attributes

Audience

Abracadabra approach to creaAvity and creaAng

Wilson, J.A.J. (2011), “New-‐School Brand CreaAon and CreaAvity – lessons from Hip-‐Hop and the Global Branded GeneraAon”, Journal of Brand Management, Vol.19 Issue 2, Oct/Nov, pp.91-‐111.

Micro view

C.H.A.N.G.E.S.

Wilson, J.A.J. (2011), “New-‐School Brand CreaAon and CreaAvity – lessons from Hip-‐Hop and the Global Branded GeneraAon”, Journal of Brand Management, Vol.19 Issue 2, Oct/Nov, pp.91-‐111.

Macro view

What is Surrogacy ? Literally: It is the adoption process where a mother and/or father takes

ownership and responsibility of a child – like their own blood Or the grafting of two plants together And that the concept: •  Applies to brands •  Applies to their stakeholders •  Is the consumption of culture, which creates social

networks & communities •  Offers a means to generate social capital •  Seeks the humanisation of brands and commodities …and •  Is a ratification of authentic and credible cultural-‐centric

brand successes

Looking to the stars: Summary

Brands are the meaning Creators, language Shapers,

and game Changers

joining branding messages and meaning, across territories and boundaries

Space…Time…Strategy…Story…

Controlling and building…

Thank You \(^_^)/

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