anthropology in the commercial world 2013 “imagination is more important than knowledge. for...

Anthropology in the commercial world

2013

“Imagination is more important than

knowledge. For knowledge is

limited, whereas imagination

embraces the entire world,

stimulating progress, giving birth to

evolution.”

Albert Einstein

BUSINESS OF BRANDS INSTITUTE© 2013

Introducing BOBI

CULTURAL CODEX

Understanding the cultural and

communication codes of brands, categories &

consumers

INFINITE POSSIBILITY

Developing business & brand visions, measuring personal empowerment & designing

engagement programmes to ensure meaningful change

BRANDING EQUILIBRIUM

A sustainable approach to developing, managing & measuring business &

brand equity


What is an Insight?

Insight n.

1.The capacity to gain an accurate and deep intuitive understanding of something. An understanding of this kind. (Oxford)

2.The ability to perceive clearly or deeply; penetration (Collins)

3.A penetrating and often sudden understanding, as of a complex situation or problem (Collins)

4.The immediate understanding of the significance of an event or action

The spark that unlocks a truly great idea!

Exploring the Future

2013

“We had better spend some timing

thinking about the future, as that is

where we are going to live.”

Joel Barker


An idea driven by an insight.

…that happens!

What is innovation?


Innovation is a 360°Practice

New markets

New channels

New processe

s

New services

New packaging

Newcommunication

New range

extensions

New ways of doing things

INNOVATION = GROWTH


CODEX?

• CODEX™ aims to uncover the cultural & communication codes of a particular market, consumer segment or brand, to ensure that all business and marketing efforts are relevant and effective.

• It also helps to assess where a brand is now vs where it should be heading, identifying cultural and communication clues to the future.

CLUES?

• Open land

• Riding free

• American West

JEEP?Live your own adventure!

SOURCE: The Culture Code – Clotaire Rapaille


How does CODEX work?

• An exhaustive analysis is undertaken:

CULTURE COMMUNICATION

• Participant Observation

• Discovery Workshops

• Desk Research

• Stimulus (Ornico)– TV/Film Ads– Radio Ads– Print Ads– Outdoor Ads

• Semiotic Analysis


• Am I on code?

• Am I off code?

• Is this a new code?

Strong hair = HEALTHY hair

Mom’s do the buying

From Old Irish to New Africa(Michael Power)

What are the benefits?


Decoding Fun

RITUAL PORTION CONTROL URBAN LEGEND


Brand Innovation


Brand Reinvention


The Youth Codes of Identity ‘06

• Africa = rural vs modern

• Trying to find our way (our own culture)

• Birth of Kwaito

• Want you to take me seriously

• USA = Cool but all pervasive (resent this)

• UK/Europe = Independence

Past ’94+

CONFLICTED

• African Pride & authenticity

• African Network

• Growing confidence on global stage but still catching up

• West = ignorant

Present ’06+

NOVEAU CONFIDENCE

• Integrated

• Harmonious

• Grounded identity

• Sense of knowing

• Feel under threat

• Focus on specialisation and become a niche operator to survive

Future?

MARGINALISATION

NEW AFRICA


Stoned Cherrie NY Fashion Week ‘09

Understanding Markets

2013

“The desk is a very dangerous place

from which to view the world.”

John Le Carré


What is Market Segmentation?

• Market segmentation is the process of dividing consumers into different groups or segments, with similar characteristics and needs.

• If you can clearly target consumer groups, you will:– Increase their usage of your products and services– Increase customer satisfaction and centricity– Increase loyalty and decrease churn– Increase brand preference for your offerings

YPO SEGMENTATION

Hired Guns Entrepreneurs Lucky Sperm Club


Segmentation Objectives

• The ultimate goal of all marketing efforts is to grow demand and therefore profits for your business and brand.

• A segmentation enables you to:1. Develop the most effective communications approach to influence and

change consumer behaviour.

2. Focus your resources (money, time, people) behind the most profitable segments, and structure the remainder accordingly.

3. Develop relevant product and service innovations that are based on sound consumer insights (and that are therefore relevant and useful to their lives).

A practical tool that can be used every day in your business workings, to drive growth for your brand


Developing a Segmentation Hypothesis

• Building a map of how choices are made within your market:

Consumer Typology

Purchase & Consumption Need-states

Brand Repertoire

Purchase & Consumption

Occasions

Brand Rituals & Usage

Behaviour

Purchase & Consumption

Channels

WHO WHAT HOW

WHY WHEN WHERE

Understanding Organisational Culture

2013

“Any intelligent fool can make things

bigger, more complex, and more violent.

It takes a touch of genius, and a lot of

courage, to move in the opposite

direction.”

Albert Einstein


Business & Brand Engagement

• For a brand to deliver on its promise, the people within the organisation must actively embody it.

• To do this they must have an understanding of:– Where the business is

going?– Their role in delivering the

vision and values?– The correct behaviours &

tools to do this?

Vision

Mission

Goals

Brand

PropositionValues &

Behaviours

Customer Expectations

Employee Behaviour

“The moment of truth”


Measuring Engagement

Bystanders10%

Know what they need to do but lack commitment to the business and brand vision

Champions27%

Know what the vision is and are committed to delivering

it

Weak Links42%

Neither understand nor believe the business and

brands vision

Loose Cannons21%

Passionate about the brand, but are unclear of the vision and their role in delivering it

KN

OW

LED

GE &

UN

DER

STA

ND

ING

PASSION & COMMITMENT

HIGH

LOW HIGH


Understanding the process of chanege

Source: Kubler Ross’ Change Curve

Holding on Letting go

1. Shock2. Denial

3. Awareness

4. Acceptance

5. Understanding

6. Testing

7. Grow & Transform

LEV

EL

OF

CO

NFI

DE

NC

E

PROCESS OF CHANGE

HIGH

LOW HIGH

Moving on

The Social Sphere

2013

“What we need is more people who

specialise in the impossible.

Theodore Roethke


SA’s Vulnerable Children

• Over 3500 babies were abandoned or deserted in 2010, and this number appears to be increasing year on year (Child Welfare SA estimate).

• It is estimated that 22% of 15-19 year olds in a sample of 10 000 were mothers (24% had been pregnant).

• Although the precise number cannot be determined, there are over 2 million children who have been orphaned in South Africa.

• More than 10.3 million children benefit from a child support grant, but more specifically 560,718 foster child grants are provided.

• This means that at the least two and half million children may be in socially and economically vulnerable positions that require alternative care or protective arrangements to be made.

• Adoptions’ are down by approximately 18% from 2010, with only 2013 adoptions taking place between 1 April 2011 to 31 March 2012.


National Adoption Coalition of SA


2011 Building Awareness

• Campaign valued at R20million in pro-bono services and sponsored media

• Website ranked no 1 on Google search for adoption, with over 500 0000 hits

• Call centre fielded in excess of 1000 adoption related queries in 6 months


Adoption & Ubuntu

• Ubuntu, the African humanist philosophy of community and humanity, or “I am what I am because of who we all are”, states that ‘no child could be left without a family’, however, the reality is very different in modern day South Africa.

• The low prevalence of marriage in SA (& vulnerability of single mothers), the weakening of the traditional extended family, urbanisation and the impact of poverty and HIV/Aids, has led to an alarming increase in abandoned babies and a preference for foster care:

Common LawAdoption

Legal responsibilityParental powers

PermanentInheritance

Customary LawExtended family

BloodlineTribalism

Ancestors & Rituals

Adoption is in contradiction to African social norms and practices?

Adoption is the best possible long term

outcome for orphaned and vulnerable

children


Understanding the people involved

• Within this framework 4 kinds of people exist:

SpectatorsUnderstand, but don’t get emotionally involved in the

outcome

ChampionsUnderstand and are

passionate & committed to solving the problem

Lost SoulsDon’t understand and don’t

care that much about it

Wild CardsPassionate, but don’t

understand how they can support the process

KN

OW

LED

GE

PASSION

INCREASE KNOWLEDGE &

UNDERSTANDING

CHANGE SOCIO CULTURAL

PERCEPTIONS


Community Engagement Plan

Holding on Letting go Moving on

1. Shock

2. Denial

3. Awareness

4. Acceptance

5. Understanding

6. Testing

7. Moving forward

The Change Curve - Kubler Ross

2. Exploring our communities and

scenarios (good and bad) that could benefit from

adoption

Focus on Awareness

3. Exploring how these scenarios can be helped through the process of

adoption and engagement

Focus on Understanding & Testing

4 Exploring the Values & supporting Behaviours that will ensure more positive and proactive

engagement

Focus on LOVE values

1. Visioning a sustainable community that puts its children’s needs first?

5. From theory into action –What can you do to help?


Exploring every kind of scenario

• The following scenarios were explored to ensure the widest view of the adoption process in SA society:

No

Birth Mother Scenarios

Unplanned Pregnancy Options Considered

Adoption Parent Scenarios

Adoption Related Scenarios

1. Teen crisis pregnancy Abortion Infertility Backstreet/late abortion (dodgy clinics)

2. Rape crisis pregnancy Child abandonment (clinic, home, rubbish dump etc.)

Single parent adoption Criminality of abandonment

3. Adult crisis pregnancy Kinship care (parents, grandparents etc.)

Sibling adoption (sister or brother’s children)

Immigrants/refugees (vulnerability)

4. Poverty/destitute crisis pregnancy

Foster care Same race/culture (SA) Criticism/ostracism of unmarried pregnant girl

5. Abusive family environment

Voluntary adoption Cross race/culture (SA) (RACAP)

Alcoholism, drug abuse, crime & violence

6. Parent/s death (children orphaned)

Children’s Home/ Orphanage

Inter-country adoption (global/Hague) (RACAP)

Child trafficking & prostitution

7. Same sex couple adoption

Adult adoptees (reunification challenges)


2012 Building Awareness


Empowering Communities

• National Road Show planned for June to August to all 9 Provinces.

• Facilitator Training at the October NAC Conference.

• Partner engagement for greater reach– DSD– Other NGO’s– Community

Groups– Church & Cultural

organisations


Social Change?

• The quickest way to drive social change, is to change the way people think:

Turning an agent of death into an agent of life

Pedro Reyes - Palas por Pistolas 2008

FROM 1527 GUNS

TO1527 TREES

coupon

Thank you

2013

‘Imagination is more important than

knowledge. For knowledge is

limited, whereas imagination

embraces the entire world,

stimulating progress, giving birth to

evolution.’

Albert Einstein

anthropology in the commercial world 2013 “imagination is more important than knowledge. for...

Documents

market segmentation

sudden understanding

new code

churnincrease brand

consumer groups

deep intuitive understanding

particular market

marketing efforts