So about this blog. It’s really a class in disguise. Yes, it’s the hub for: Brand Tracking Across Cultures: Ethnography of Global Branding in London & Prague.
My class is a three-week cultural immersion course designed to bring culture and branding to life within the context of the global marketplace. I’ve got fifteen students with me along with my fearless assistant, Amanda. My students are from Marquette in Milwaukee, Wisconsin and Drake in Des Moines, Iowa. We’ll be in the UK visiting London and Manchester and then it’s on to Prague. The idea is to visit a thriving economic hub and move on to an swiftly emerging market — comparing as we go.
To learn from the smartest local people I know, we’re visiting Flamingo International to learn about ethnography. When we get to Prague we’ll be visiting the University of Economics.
Then we hit the streets visiting ad agencies and ethnographically track brands in local culture. Students will test their newly learned ethnographic skills by conducting a series of field studies at places like Borough Market and the Bombay Sapphire showroom in London and a few more in Manchester and Prague. You’ll find their ethnographic insights under Field Studies on this site. They’ll also be be working in teams tracking brands in three sectors: Autos, Beer and Fashion, while hunting for each sector’s elusive cultural code. And, you’ll find their blogs for each sector linked through this site.
Join us on our whirlwind tour and share your comments.