March 5, 2013
I have my own consultancy, Brand Nurture, which is inspired by the power of cultural insight to transform brands. I believe that the things people care most about are fitting in or advancing within their tribes. When a brand addresses these desires or anxieties, based on its own credible, differentiated strengths -- it has all the makings of an icon.
I'm interested in the sweet spot between the social (cultural anthropology) and the individual (behavioural economics.) Things such as how we take short-cuts in decision-making based on how others in our groups act or how we are biased in our view of ourselves in relation to others.
Hello, I'm a brand planner/strategist by job description, but a cultural anthropologist at heart.