Dr. John Curran

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 “we need to understand internally that we need to put our consumers’ world at the core of what we do”. Rightly, he realised that they could ...

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BE MORE ‘BIG-MAN’ THAN ‘CHIEF’ TESCO: THE EROSION OF BRAND PURPOSE & VALUE IN SEARCH OF DOMINATION

  The Iron Man films are good portraits of a hunger for domination. The villain is depicted as a extremely wealthy individual where he and his organisation seek world domination to maximise profit only to be crushed by a more principled wealthy individual in a last minute effort to save the moral principles of society….and ...

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Lessons on Branding & Loyalty from the Popcorn Seller

How can a brand give something for free that is helpful to their consumers and also creates brand loyalty? Apple has recently shown that this is not easy when they dropped free copies of U2’s new album users’ folders only to provide a free download tool six days later that allowed users to throw the ...

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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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Anthropological perspectives on contemporary culture