In my formative years in the marketing world, through the lens of ethnographic field work, I discovered the role culture plays in shaping us and our decisions. I discovered that by looking at audience beliefs, values, symbols, and behaviour, one could begin to understand the meanings and stories audiences associate with brands, people, and things in the online and offline world. More importantly, I discovered that by addressing these meanings and stories, particularly in a social setting, brands were able to start a truly authentic dialogue and build long-lasting emotional connections with their audiences.
These experiences have allowed me to bring an anthropological lens to strategy....
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