The business of identity

The business of identity

Business, customers, experience, message
  Kimlicka said in his book Multicultural Citizenship that culture provides the spectacles through which we identify our experiences as valuable. A marriage is not just a contract if you are a religious person, and a kilt is not just a skirt if you are Scottish. Culture gives meaning to our life choices, but culture is no longer exclusively associated with national or religious groups. In our global world identity is constantly negotiated between groups and tribes; Muslim, feminist, parent, gay, activist, Buddhist, tech geek, Conservative or Green. Some of these identities were passed to us by our parents or our upbringing; others we chose to take on.  A culture can be given, but a tribe is voluntary, as Seth Godin explores in his book Tribes.  When you’re creating products…
Read More
The Guggenheim effect

The Guggenheim effect

Business, experience
  The Guggenheim Museum in Bilbao is majestic, outstanding, remarkable, iconic. When you drive from the airport into town through La Salve Bridge you can’t help but admire the museum curves, the sinuosity of its form, the light reflected in its surfaces. Many people think that the building changed the city. Many people claim that Bilbao started to attract tourists because of the building, that the Guggenheim created some sort of magical effect due to its astonishing architecture. In an interview in 2017, Frank Gehry, the architect who designed the Guggenheim, said: “I spent a lot of time making the building relate to the 19th century street module and then it was on the river, with the history of the river, the sea, the boats coming up the channel. It…
Read More
The reasons why we buy

The reasons why we buy

Business, connection, experience, story
When it comes to buying we are no logical, we are deeply irrational. Marketers know that and they try to create different emotional triggers for us to buy. Ethical marketers take emotions on board not to manipulate us and make us buy things that we don’t need, but to present us with options that match our worldviews and our values. Smart businesses understand that getting customers buying on a whim is not enough to keep them in business. They need to provide them with options that satisfy them at a deeper level. Discount on children menus will not be of any use if the restaurant is not appealing to families with children, a discount voucher is worthless if you get a terrible customer service. In these cases, we can buy…
Read More