DADI Drum Awards

Winner best digital strategy for Rolls-Royce and Breast Cancer Care

IAB Creative Showcase

Runner up digital marketing campaign strategy for The Glenlivet, Pernod Ricard

BBC News | BBC2 | EU

Featured strategist and consumer psychologist

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Consumer Psyche = Culture + Motives

In a consumer culture, people no longer consume for merely functional satisfaction, but consumption becomes meaning-based, and brands are often used as symbolic resources for the construction and maintenance of identity.

The consumer is engaged on a symbolic project, where s/he must actively construct identity out of symbolic materials, and it is brands that carry much of the available cultural meanings.

Social and cultural theory has paid much attention to the ‘aestheticization of social life’ because it is widely assumed that the techniques used by individuals to perform their identity concern aesthetic or cultural practices and, these performative aspects of the self increasingly constitute cultural resources or cultural capita.

Within consumer culture, there's a new conception of self that is the ‘The Performing Self, which places greater emphasis on ‘appearance, display and the management of impressions’.

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...In our digitized world, culture, brands and the self are intertwined. That's why consumer psychology is a much needed discipline in the research and marketing mix for meaningful and profitable longevity in brands' lifecycle. Get in touch to bounce around ideas.

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