Category Archives: Beer

Ahoj, Beautiful Prague!

Today we concluded our ethnographic brand tracking in Prague. After one week of ethnography and agency visits, we spent the last afternoon of our class reflecting on Czech culture, and more specifically, how it influences the consumption of autos, beer and fashion. After a lot of deliberation, the three groups came up with culture codes that they think best represent their respective sectors here in the Czech Republic. Check out each of the three culture codes within the sector blogs:  autos, beer, fashion.

The ethnographic brand tracking helped the students to observe behavior and identify key patterns within their sector. The agency visits throughout the week helped the students to uncover the cultural meaning behind these observed behaviors within a historical context and learn about some of the successful strategies behind Czech advertising from the best that Prague has to offer: Remmark, Garp, Leagas Delaney, and Ogilvy.

As part of the final wrap up, the students also had a discussion about Czech advertising in general. With the help of Jan Tluchor, who joined us from the University of West Bohemia, the students compared and contrasted Czech advertising with British and American advertising.

Overall, it was an inspiring week. Everyone acted like true ethnographers and soaked up everything Czech culture had to offer. Most importantly, the students kept their minds open and embraced all of the different perspectives we learned about – something that will positively influence the approach they take with future work. Our sincerest děkuji to everyone along the way who helped to make our experience here in Prague so meaningful.

Amanda

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Filed under Autos, Beer, Branding, Ethnographic Findings, Ethnography, Fashion, Teaching

Red & White

From the moment we saw the red and white building with the “Ogilvy” logo splashed across the exterior walls, we knew that we were about to have a fascinating experience at an agency that carries one of the industry’s most respected names. The Ogilvy Action presentation started with an overview of the agency’s “Four Core” model (including Ogilvy & Mather Perception, ONE Information, Action Behavior, and PR Influence) that is used to manage about 30 global brands at any given time. The students were then able to see the work in action with the examples of eight different case studies, presented by Mr. Michal Charvat, the General Director. After a short break to explore the open and stylish office, complete with a full café, and a chance to review some of the agency’s award-winning work, the students had an opportunity to hear from Tomas, one of the three account planners in the office. Tomas shared insight into Czech culture through the lens of history, focusing on how Czech cultural history affects the mindsets of consumers today. Then the students had the great fortune of having Tomas facilitate a mini brainstorming session based on the students ethnographic work for their respective market sectors (autos, beer, fashion). It was magical!

As we were leaving, I shared with Michal the sensory ethnographic exercises I had the students participate in on Parizska Street. He loved them! That led to an extended discussion on the role these exercises, and sensory ethnography in general, can and should play in understanding consumers and overall brand development.

Thanks for the inspiration!

Jean

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Filed under Autos, Beer, Branding, Ethnography, Fashion

Czech and American Student Adventure

Tomorrow will be our fifth day in the Czech Republic. So far we’ve been trying our best to leave behind our “visitor” identities and experience Prague as the Czechs do. In order to help us accomplish this, we’ve been fortunate enough to spend time with some new friends:  Tomas, Suzanne and Tomas. All three are students from the University of Economics here in Prague. On Friday evening, Susanne and Tomas took us all to a traditional Czech pub near the University of Economics campus where current students commonly hang out. It was interesting to see how the students at the pub gathered primarily to have meaningful conversations with each other, which is something that is not as common among American college students. Luckily, Susanne and Thomas were able to explain the Czech students’ behavior that we were witnessing firsthand.

On Saturday we embraced the local culture by experiencing a day of Czech activities outside of “the big city” of Prague. With Thomas and Thomas (two of the University of Economics students) as our guides, we set out to have a Czech castle adventure. I don’t think any of us could have anticipated how beautiful the experience would be! We started out by taking a train about 45 minutes outside of Prague. Once we stepped off the train, we started our uphill climb to Karlstejn, stopping at small shops and stands along the way. After taking a tour of the amazing Karlstejn castle, an original castle of Charles IV, we headed back down to the little town to have a traditional Czech meal of pork and dumplings. Thomas and Thomas taught us some important Czech phrases over lunch: “prosím” (please), “děkuji” (thank you), “miluju te” (I love you), and “jedno pivo prosím” (one beer please). It was a great meal and an even better conversation.

After our castle adventure concluded and we arrived back in Prague, Thomas and Thomas took some of the students to the Czech Beer Festival. It was convenient timing for the students who are studying the beer sector. Check out their sector blog to learn more about their experiences at the Festival and their thoughts on the role of beer in Czech culture: Branding Beer Across Cultures.

A beautiful train ride through the Czech countryside, a tour of a real life castle, traditional Czech cuisine, a Czech language lesson, and the Czech Beer Festival:  not a bad way to spend a Saturday! Děkuji Tomas and Tomas, for the helpful insights into Czech culture and for a wonderful day that was enjoyed by all.

– Amanda

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Filed under Beer, Travel, Travel Tales