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| CULTURE-BASED SEGMENTATION AND BRAND PLANNING | |
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| To understand Culture Mapping is to first accept that consumers are undergoing a fundamental change in how they allow themselves to consume. We’re no longer working in an arena where we tell the consumer who they are and what they need. What we have now is a networked view that goes beyond traditional demographics and leverages culture. Consumers define themselves by their own choices and behavior. Markets are no longer shaped by masses of similarity--but rather by hubs in the network.
Our Culture Map deliverable is a visual explanation connecting a defined social network of consumers based on cultural segmentation. It places benchmark, competitive and opportunity personas in context, demonstrating how to harness their patterns and connections in order to sustain national momentum. Within a Culture Map, we seek to find the white space where the brand message will resonate most deeply. This methodology was first published in WARC's journal Young Consumers (now published by Emerald Insights), and is featured in the current (10th edition) of Prentice Hall's textbook Consumer Behavior. We are currently collaborating with Sweat Equity Enterprises (SEE), a Marc Ecko philanthropic initiative, to integrate our Culture Mapping into their global public school design curriculum. Includes • Persona/brand cluster identification • Semiotic Analysis • Social network mapping • Analysis and strategic recommendations  Sample Strategic Platforms • Targeting new consumer segments • Mapping brand affinities and contrasts among segments • Mapping multi-segment behavioral and messaging relevance for the brand • Identifying brand partnership opportunities that build brand value Related Material What Unites Global Youth (WARC, Young Consumers) Sample Case Study MillerCoors |