Slides are from my masterclass delivered on 10th December 2013, in the Philip Kotler Theatre, MarkPlus Inc. headquarters, Jakarta, Indonesia. My take is founded on two simple principles: Firstly, that the best clues as to who we are, and what we think, feel, and do, can be found through investigating the tangible and intangible: - Media, brands and associated objects that we possess and consume - Diversity in friends, family, jobs and hobbies - Rituals that we engage in - And ethno-cultural experiences around us. Second of all, that Marketing has become the new core skill of everyone. Consumers aren't just being marketed to, they also take part in marketing the things that they consume and even themselves. This also extends outside of consumer marketing and into business-to-business (B2B) and personal branding settings.

1. The who you are by your
possessions & associations
Phenomenon

2. Dr.
Jonathan
A.J.
Wilson
BSc
MBA
PhD
FGMN
MCIM
MAM
MCIPR
MIPRA
MCMI
AssocCIPR
Senior
Lecturer
&
Course
Leader
AdverAsing
&
MarkeAng
CommunicaAons
j.a.j.wilson@gre.ac.uk

3. Background
to
my
approach
Phenomenological Eagle Eye method
•
•
•
•
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

4. unveiling… unmasking… unpacking… unpicking… mapping…
The Brand Mask
The Mask of Cool

5. Firstly:
Branding
3.0

6. Brand
Definitions
• 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.”

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

8. ‘Brands’ are here
But it shouldn’t be about creating Aliens & Ambassadors
It’s about Authenticity Balance & Communication
A
B
C

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

11. One
Brand
–
several
markets

12. Virgin Shopping Mall
Jeddah, Saudi Arabia

13. Branding
doesn’t
affect
me
Branding
controls
our
minds
Strong or weak theory?

14. Creative process –
Art or Science?

15. Secondly:
Culture
3.0

16. Defining
Culture
• “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
constute
a
design
for
living”
By:
Hofstede,
Namenwirth
and
Weber

17. The Human Transactional Exchange
Human
Cultural
Experience
Equaon
=
[(Internal
Me)
+
(External
Me)]
[(How
I
see
myself)
+
(How
I
am
seen)]
[(Internal
Them)
+
(External
Them)]
[(How
they
see
themselves)
+
(How
I
see
them)]
Transaconal
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.

18. Transactional Analysis
Eric
Berne
(1964)
The
Games
People
Play
Nurturing
Parent
Parent
Adult
Adult
Child
Child
CriAcal
Free
Adapted

19. 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?

20. 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.

21. Universals?
e.g.
aMracveness
• Situaon
specific
interpretaons
as
to
what
constutes
beauty,
aMracveness
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

24. Thirdly:
Stakeholders
3.0

25. 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.

26. Brand Cultural Leadership
3.0 Finale: Roadmaps Crossroads:

27. The
8C’s
of
Hermeneutics
Brand
Jonathan
A.J.
Wilson
(2012)
PhD
Thesis:
The
Brand,
Culture
Stakeholder-­‐based
Brand
Management
phenomenon:
An
Interna?onal
Delphi
Study.

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

29. 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.

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

31. 10REAM3
C
• The 10 Cs
• Reciprocity
• Emotion
• Authenticity
• Messaging… Myths… Meaning
Wilson,
J.A.J.
(2013),
“Emo-­‐Indonesian
Youth
–
A
New
School
of
Dual
Cool”,
The
Marketeers,
April,
Indonesia:
MarkPlus
Inc.,
pp.82-­‐87.

32. Being me means we reciprocate in order to differentiate
Wilson,
J.A.J.
(2013),
“I-­‐MarkeAng
3.0”,
The
Marketeers,
September,
Indonesia:
MarkPlus
Inc.,
pp.80-­‐83.

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

34. Abracadabra
approach
to
creaAvity
and
creaAng
Micro view
Audience
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.

35. Macro 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.

36. 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

37. Looking to the stars:
Summary

38. Brands are the meaning
Creators, language Shapers,
and game Changers
joining branding messages and meaning,
across territories and boundaries

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

40. Controlling and building…
Space…Time…Strategy…Story…

41. Thank
You
(^_^)/