Culture Hacking starts with the recognition of intelligence in cultural codes. Although they may not always live as clean quantitative figures, it is time to think of cultural codes in congruence with Big Data. It’s about seeing the opportunity, through cultural understanding, to create work that affects individuals with greater potency and resonates with scale. Marketers should design innovative culture hacking initiatives on their own terms and look to culture hacking as an investment in brand relevance and sustainability.http://www.marcgeffen.com/
3. we can hack it and make it useful...
Insights planning strategy
"The account planner is that member of the agency's team who
is the expert, through background, training, experience, and
attitudes, at working with information and getting it used
– not just marketing research but all the information
available to help solve a client's advertising problems.
- Stanley Pollitt
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4. we thrive on information
Demographics
Digital behavior
Consumer Consumer Journey
Site/search analytics
? Culture Brand Sales data
Brand history
(but maybe we re missing something)
4
5. ok, let s define culture
Culture emerged as a concept…encompassing all human
phenomena that are not purely results of human genetics…
…it most commonly refers to the universal human capacity to
classify and encode experiences symbolically and communicate
symbolically encoded experiences socially
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6. Information encoded in Culture
can spark great ideas
Good ideas are contextually relevant.
Great ideas are universally human.
make things for the masses but talk to the individual
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7. a word from the professor
“ ‘My specialty is cultural anthropology,’ the professor
said…‘One aim of my field is to relativize the images
possessed by individuals, discover in these images the
factors universal to all human beings, and feed these
universal truths back to those same individuals. As a
result of this process, people might be able to belong
to something even as they maintain their autonomy.’ ”
- Haruki Murakami, 1Q84
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8. find an intersection of truth
Human truth
Consumer
Cultural truth Culture Brand Brand Promise
How does the brand fit
into the story of our lives?
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9. how can we make
Culture
a key ingredient in our work?
9
10. start collecting & experimenting...
to create a cultural filter
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11. In a world
XX
?
where __________ is true
the big disruptive/aligning thought is _______
what this means is that __________
this could impact brand __________ because
we could test this by__________.
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12. culture is tough to
navigate
?
but there are clues along the way:
Cool hunting
Trend spotting
Meme tracking
Patterns/Movements
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15. meet generation sell
Today s ideal social form is not the
commune or the movement …it s the
small business. Every artistic or moral
aspiration — music, food, good works —
is expressed in those terms.
Our culture hero is not the artist or
reformer, not the saint or scientist, but the
entrepreneur. Autonomy, adventure,
imagination…The characteristic art form
of our age may be the business plan.
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17. what Mad Men can teach us
The Golden Forty-Year Rule. The prime site of
nostalgia is always whatever happened, or is
thought to have happened, in the decade
between forty-fifty years past.
40s/80s 50s/90s
What drives the cycle…though pop culture is
most often performed by the young, are the
directors and programmers—the suits who
control and create…they are and always have
been, largely forty-somethings. Forty years
past is the potently fascinating time just as we
arrived, when our parents were youthful and
in love
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18. In a world
XX
where __________________ is true
the big disruptive/aligning thought is_______
what this means is that __________
this could impact brand __________ because
we could test this by__________.
18
20. lists are universally human
The list is the origin of culture. It s part
of the history of art and literature. What
does culture want? To make infinity
comprehensible. It also wants to create
order — not always, but often. And
how, as a human being, does one face
infinity?... the shopping list, the will,
the menu — that are also cultural
achievements in their own right.
- Umberto Eco
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22. without a story, a taco is a taco
The food vendors are like artists…You re
eating, but also meeting the people who
are creating the culture…
it has a mentality of having gotten there
first, being the influencer in your group.
If you have an Instagram account, you feel
you can say something was delicious…
I used to spend five hours in a record
store looking for albums…Now
everything s online. But I can t find
artisanal sausage online and eat it right
away. Maybe food markets are the vintage
record shops of 2012…
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24. thoughts on the digital mindset
The current incarnation of the Internet - portable, social,
accelerated, and all-pervasive - may be making us not just
dumber or lonelier but more anxious, prone to obsessive-
compulsive and attention-deficit disorders…Our digitized
minds can scan like those of drug addicts…
One idea is that online life is akin to life in the biggest
city…no less mentally real - and taxing - than New York or
Hong Kong. The data clearly support the view that someone
who lives in a big city is at higher risk of psychosis…if the
Internet is a kind of imaginary city, it might have some of the
same psychological impact.
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26. Cultural Insight is powerful...
XX
Inject a stronger cultural point of view into work,
the next step: from insights and strategy to content creation.
the challenge: Don’t be clever, be useful -Jon Steel on Planning
Elevate thinking from tactical wins to
the opportunity: BIG ideas that resonate on truth
26
27. the opportunity:
brands become icons when they respond
to a particular moment in time
-Douglas Holt, How Brands Become Icons
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29. • Slide 5: Wikipedia
• Slide 6: tweet from @reiinamoto Sources
• Slide 15: The New York Times, November 2011 -
h-p://www.ny5mes.com/2011/11/13/opinion/sunday/the‐entrepreneurial‐
genera5on.html?_r=1&ref=todayspaper
• Slide 16: The New York Times, April 2012 -
h-p://www.ny5mes.com/interac5ve/2012/04/30/technology/three‐years‐of‐
kickstarter‐projects.html?src=tp
• Slide 17: The New Yorker, April 2012 -
h-p://www.newyorker.com/talk/comment/2012/04/23/120423taco_talk_gopnik
• Slide 20: Brainpickings, December 2011 -
h-p://www.brainpickings.org/index.php/2011/12/22/umberto‐eco‐on‐lists/
• Slide 22: New York Times, May 2012 -
h-p://www.ny5mes.com/2012/05/27/nyregion/in‐new‐york‐dining‐the‐appeal‐of‐
exclusive‐and‐ar5sanal.html?_r=3
• Slide 24: Newsweek Magazine, July 2012 -
h-p://www.thedailybeast.com/newsweek/2012/07/08/is‐the‐internet‐making‐us‐
crazy‐what‐the‐new‐research‐says.html
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Notes de l'éditeur
Culture is a vague thing, we talk about it on abstract terms We acknowledge that it’s important, but don’t often work it into our process in meaningful ways Time to hack it. Break through the walls, look around, extract info + use to our advantage
For me, the problem starts here Who’s familiar with this? Lack of depth, confusion this framework can lead to
We can hack it. Stanely Pollitt – one of the forefathers of the planning discipline in advertising USE ALL INFORMATION AVAILABLE
Good news is that we thrive on information WE collect and analyze all this data related to consumer and brand, but what about culture?
First, let’s define it – dissect it to move from abstraction to a model of culture we can understand. People create things/symbols and put them out in the world. Source: Wikipedia
Here’s the hack – there’s information encoded in culture. That info can lead us to great ideas. We’ve got the good ideas covered. Great ideas resonate on something that’s universally human, and something that’s universally human must also live amongst the masses, in the culture Source 1: Rei Inamoto Source 2:
He talks about a cycles of truths, feeding them back to the people. We need to identify several spheres of truth, and feed them back in a way that ’ s in line with the brand promise. How does the brand fit into the story of our lives?
Let’s get to the application of this
Culture is not uniform thing – many constituent parts Butterfly metaphor – things, look nice, flying through the air. We can catalog them. Fashion trend, economic shift…
What do we do once we collect them? Maybe we can put them into this framework. In a world where something is true…
The good news is that we can identify those somethings.. Brand is car Consumer is person we’re going to meet Culture is the road
Source: The New York Times, November 2011 - http://www.nytimes.com/2011/11/13/opinion/sunday/the-entrepreneurial-generation.html?_r=1&ref=todayspaper
Cultural information isn’t all qualitative. We have data to look at… Source: The New York Times, April 2012 - http://www.nytimes.com/interactive/2012/04/30/technology/three-years-of-kickstarter-projects.html?src=tp
How can we predict the future? What will the next generation be into? (early 70’s, bohemian, hippy culture/fashion, music festivals) Source: The New Yorker, April 2012 - http://www.newyorker.com/talk/comment/2012/04/23/120423taco_talk_gopnik
Make infinity comprehensible…to do list is mini milestone, finish lines Mom may have a shopping list in her notebook/smartphone, but maybe she also has a list of her life goals? Source: Umberto Eco - http://www.brainpickings.org/index.php/2011/12/22/umberto-eco-on-lists/
Food is now interesting when it’s artisinal Record store: physical experience, artwork Source: New York Times, May 2012 - http://www.nytimes.com/2012/05/27/nyregion/in-new-york-dining-the-appeal-of-exclusive-and-artisanal.html?_r=3
What does this mean for how we think about social – do we need to give consumers a vacation? Source: Newsweek Magazine, July 2012 - http://www.thedailybeast.com/newsweek/2012/07/08/is-the-internet-making-us-crazy-what-the-new-research-says.html#