In the first study of its kind we explore the digital communities forming on Twitter that live alongside IRL communities, unpicking the fabric of UK Twitter to learn how they form, grow & thrive and their value to Twitter as a service & a business.
Flamingo used semiotic analysis and linguistic modelling to identify and compare the public and personal discourses of cancer that were creating barriers to early presentation, in order to develop future strategy and comms to overcome them.
ProColombia, the Colombian International Promotion Organisation and the manager of the country's brand, faces the challenge of creating a meaningful and deep campaign with powerful calls to action that invite target audience to discover the "New Colombia". We need to dig deep and understand the reasons for foreigners to choose Colombia as a place for living or visiting; going after this type of insight would give us strong clues to identify common patterns among all those visitors that claimed falling in love with Colombia, hoping to surpass aspects commonly shared with other countries like experience and landscapes.
The presentation will demonstrate from a client perspective how the shift from product to user-centricity brought about a powerful impact both on a strategic as well as human resources level. BFS, well- established company offering processed vegetables, seeks to increase vegetable consumption in the professional kitchen. To do so, they must enter a professional kitchen, learn form chefs about their culture and immerse themselves into the professional gastronomical world before they can come out the other end with ideas of how radically reconfigure their approach to selling vegetables.
If you thought the future was going to be elegantly and efficiently connected for international brand builders, think again: it's the age of hyper diversification. Danone Mexico and DLR joined forces to leverage, rather than tame cultural friction.
This paper focuses on the manifestation of masculinity in the domestic space in India, one that demonstrates signs of reduction of gender differences and of emergence of alternative domestic masculinity that actively engages itself with everyday domestic chores. The purpose of this paper is to dissect the emerging notion of domestic masculinity and identify what is driving Indian men to tie the apron at home and its impact on how men buy and consume household products and brands. The paper makes a strong argument to marketers to acknowledge the growing trend of equal sharing of domestic chores between millennial couples and target household brands to them and not treat the husbands as bumbling idiots who are best ignored and kept away from the domestic space.