Seeking the human meaning in consumer behavior

books

Time For Marketing To Get Over Its Dummy Complex

Time For Marketing To Get Over Its Dummy Complex

It’s time for marketers to grow up, cast off the excuse of being Dummies, and take on the worthwhile work that they are capable of.

What If Our Marketing All Came PreCooked?

What If Our Marketing All Came PreCooked?

The culture that is fostered when human beings work together to develop products and market them is the equivalent of a warm, home-cooked meal. Without it, marketing can only offer commodities.

Breaking The Chain of Commoditization

Breaking The Chain of Commoditization

It’s an open secret in marketing: Most brands aren’t brands at all. Most of them are simply brand names. More often than not, however, the distinction between the brand and the brand name gets swept under the rug. Charles Eisenstein, author of Sacred Economics, writes, […]

The Hidden Treasure In Work

The Hidden Treasure In Work

I first read poet David Whyte’s book Crossing the Unknown Sea: Work as a Pilgrimage of Identity when I began my studies in preparation for the writing – still plodding forward – of the book Ritual Marketing. Today, I have re-read that book, and find, […]

The Semiotics of Marketing, Marlboro and Mythology

The Semiotics of Marketing, Marlboro and Mythology

In her book Marketing Semiotics: Signs, Strategies, and Brand Value, Laura Oswald explains how the iconic, mythical persona that came to represent the emotional benefits of cigarette smoking in general and the Marlboro brand in particular, embodied a promise of ritualized rebellion. Oswald wrote, “Myths […]

Developing Brand Rituals

Credit is due to Zain Raj, author of the book Brand Rituals. Raj, a brand marketer in Chicago, caught on early to the idea of connecting brand development to ritual development. In his book, published in 2012, Raj observed that, “Too often, we still rely […]

How Does It Make You Feel?

How Does It Make You Feel?

If you notice that I’ve been missing from the sidewalks of our village for a few days, the chances are good that I’m spending a bit of time over in Chicago, where I work sometimes with a research firm called Brandtrust. One of the reasons […]