Posts tagged with "football"

June, 2015

WHY BRANDS NEED TO DO MORE THAN LISTEN

Listening to consumers in order to ‘get closer’ and understand their needs is a common term that I hear within the worlds of branding, marketing and innovation. This sounds proactive, but is in fact passive – a lazy, get-out-of-jail for-free card, that deflects from the real challenge for a brand – how to embed themselves ...

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BRAND WITCHCRAFT: How brand partnerships can be toxic

A successful brand becomes part of the consumer’s culture and values, behaviour, attitudes and social identity. I recently spoke to the CMO of a well known global digital brand who said “internally we need to put our consumers’ world at the core of what we do”. Rightly, he realised that they could design mobile products and ...

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Foaming at the Mouth: World Cup, Ritual and Behaviour Change

Shared feelings and heavily ritualised behaviour commonly define football fans around the world. For decades anthropologists and sociologists have documented beautifully these aspects of fandom. And I have touched on the subject and written and presented a documentary at the 1998 World Cup in France.   There is one feeling that I think needs special attention ...

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