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“Culture matters to marketing. But not everyone thinks so. There are marketers who neglect, diminish, or exclude culture”. Con esta sentencia, así de clara y sin rodeos, comienza la tercera entrega de una serie de posts en el blog de Grant

“Culture matters to marketing. But not everyone thinks so. There are marketers who neglect, diminish, or exclude culture”. Con esta sentencia, así de clara y sin rodeos, comienza la tercera entrega de una serie de posts en el blog de Grant

While I think you are on the right track with inclusion of culture as a component for consideration… one of many possible ingredients, sometimes culture is more significant as an outcome of a product or brand.

Additionally, and I have only read a couple of the Christenson books, I think he is referring to products or a group of products wen he says brand. (not a definition I am on board with btw) He is a product strategist and to position him as a marketer seems a bit of a stretch.

While I’m editing my audio interview with Grant McCracken, I encourage you to visit his blog for a series he’s been doing entitled “Culture Matters”. As I noted in an earlier post, I’m with him on this point. Culture does

Especially if you’re trying to sell something. One of PSFK’s favorite thinkers, Grant McCracken, has been writing a series of posts about the importance of culture in commercial considerations. It might seem obvious but he says that marketers and theor…

One implication from your post (if I read things correctly) is that one could deploy several brand cycles within one product cycle, where aspects of brand context are tuned to cultural tides. That’s interesting. However, I might not want to stake too much of a brand on shifting seas. Might be better to design a brand platform so customers can build out the brand themselves, in their own terms, rather than have corporate brand builders trying to read the tea leaves from the latest swirl.

Get real.

It’s about humans.

Culture is a node in the human system. Functionality of tools is a node as well. Bigger nodes are found by contemplating the 99.9% of our history we spent in the wild (since hominan), rather than the .001% of modern culture. Bigger nodes are found within the prefrontal cortex and the amygdala.

None of my marketing courses in school even mentioned the human brain or human evolution! How can I ignore 99% of my customer’s development and expect *any* insights? For that matter, how can a social scientist expect sound results by ignoring the same?

Ultimately, any marketer who ignores any part of the system of humanity is missing out and selling short.

on the other hand: there is also s.th. extremely potent about being culturally ignorant – because at some point you have to be anyway (in order to create).

when grant heavily criticizes these marketing thinkers, as he is doing above, i should speculate that he is putting aside a lot of his sensitivity and empathy only in order to make his point. and only with the help of this ignorance he creates culture.

a big weakness of (marketing) theory is that it emphasises all the things that one can actually analyse and influence systematically.
the power of creation though lies in putting all analysis aside at some point and just saying: christensen, you have got no idea – or – this aeron chair will work in the market – or whatever…

your tools always cripple you – they can only take you so far – but at some point… you’ve got to jump