Digital Strategy is Changing: Cultural Anthropology Is Now Your Brand Strategy

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  • 8/8/2019 Digital Strategy is Changing: Cultural Anthropology Is Now Your Brand Strategy

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    Mhkh}id V}ui}gkx Hv Fciokhok0 Fwd}wuid

    Io}cua~adakx Hv Oa{ Xawu Euiom

    V}ui}gkxEx ^g}gu Vieeikc

    ]cg Vaw}c Ibuhfio vcagjilgu vgddhok viomidv ho io a~go ihu jiulg} ho V[I]A hv hofaj~g}h}hao {h}c a}cgu vcagjilguv dafiddx au grgo jiowbif}wuguv kdaeiddx$ ew} {ci}jilg chv ewvhogvv wohywg hv }ci} chv ciomfuib}gm ~uamwf} hv jimg buaj uweegu }hugv i} }cgdafid kiueikg mwj~/ ]cg }hugv iug bugg$ iom chv ewvhogvv faofg~} hv givx }a }gj~di}g buajvcagjilgu }a vcagjilgu {h}caw} dgkid ugv}uhf}haov au ~gujhvvhaov }a ~ugrgo} mw~dhfi}haoab ~uamwf}/ Vwfc a~go }uiovbgu ab ho}gddgf}wid hobauji}hao iom ~uafgvv fio eg faj~iugm }a}cg a~googvv iom ~a{gu ab vafhid og}{aulv$ iom }cg {ix ho {chfc faorguvi}haov fio

    buggdx v}hjwdi}g }cg bda{ ab hmgiv vwfc iv fua{mvawufhok #bugg aw}vawufhok($ }cwvgj~a{guhok ~ga~dg$ ~iu}hfwdiudx }cavg ho gfaoajhfiddx fciddgokgm gjgukhokfajjwoh}hgv iuawom }cg {audm/ Bau jaug ao }chv lhom ab hooari}hao ugim V}grgo@acovao+v [cgug Kaam Hmgiv Fajg Buaj/

    Va {ci} magv }cg gjgukhok oi}hao iom aodhog vafhid ~di}bauj cirg }a ma {h}c }cg uhkc}~uif}hfg ab mhkh}id v}ui}gkx1 ]cg ui~hm hofugivg iom wvg ab vafhid og}{aulhok ~di}baujv$jaehdg ~di}baujv$ iom irihdiedg aodhog iffgvv iug fciddgokhok }uimh}haoid mhkh}id v}ui}gkxfaofg~}v$ ug~difhok }cgj {h}c og{ kdaeid aogv/ ]cgvg og{ v}ui}gkhgv ugywhug i euaimguwomguv}iomhok ab kdaeid fwd}wuid iom egcirhauid oaujv/

    Bau gsij~dg$ i [audm Eiol ug~au} ugfgo}dx v}i}gm }ci} }cg owjegu ab jaehdg vwevfuh~}haovho }cg {audm hv gs~gf}gm }a ~ivv bhrg ehddhao }chv xgiu$ iffaumhok }a }cg Ho}guoi}haoid]gdgfajjwohfi}hao Wohao/ ]ci} {awdm jgio jaug ~ga~dg }amix cirg iffgvv }a i fgdd~caog }cio cirg iffgvv }a i fdgio }ahdg}$ vixv }cg Woh}gm Oi}haov/ ]chv hofugivg hv eghokbwgdgm ex jaehdg }gfcoadakx kua{}c ho mgrgda~hok fawo}uhgv dhlg Lgoxi$ Homhi$ Euiphd$Vaw}c Laugi$ iom grgo Ibkciohv}io/

  • 8/8/2019 Digital Strategy is Changing: Cultural Anthropology Is Now Your Brand Strategy

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    Vawufg0 ^g{ Ho}guog}

    Xawu mhkh}id fij~ihko v}ui}gkx jix eg jhvvhok h}v bwdd jiulg} ~a}go}hid hb xaw ma oa}faovhmgu }cg kua{hok hobdwgofg }ci} jiox gjgukhok kdaeid fajjwoh}hgv cirg argu euiomima~}hao/ [h}caw} faovhmguhok }cgvg hobdwgofgv$ i fajjwoh}xv kdaeid bggmeifl daa~ fiomhvuw~} xawu fij~ihko v}ui}gkx/ Bau gsij~dg$ ho }cg WV$ i diukg ~gufgo}ikg ab }cg Di}hoaiom Homhio ~a~wdi}hao cirg v}uaok }hgv }a }cghu fawo}ux ab auhkho/

    Ugkiumhok vafhid og}{aul v}ui}gkx$ Vaw}c Ibuhfi$ bau gsij~dg$ civ i~~uashji}gdx 6/63jhddhao Bifgeaal wvguv$ au 2= ~gufgo} ab h}v aodhog ~a~wdi}hao/ ]chv }uiovdi}gv ho}a i jwfc

  • 8/8/2019 Digital Strategy is Changing: Cultural Anthropology Is Now Your Brand Strategy

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    chkcgu owjegu ab ~ga~dg {h}c io Ho}guog} faoogf}hao wvhok Bifgeaal$ }cio fawo}uhgv vwfciv Kgujiox$ {cgug aodx 56/>; ~gufgo} cirg i ~uabhdg ao Bifgeaal/ Va {chdg jioxv}ui}gkhv}v iug ho}gkui}hok fajjwoh}hgv ho Gwua~g ho}a }cghu v}ui}gkx jhs$ }cgx jix egargudaalhok gjgukhok jiulg}v vwfc iv Vaw}c Ibuhfi/

    #6/63 jhddhao }a}id Bifgeaal wvguv ho Vaw}c Ibuhfi #vawufg0 fcgflbifgeaal/faj(

    Iuawom }cg {audm$ hofdwmhok fawo}uhgv {h}c i riuhg}x ab mhbbgugo} gfaoajhf faomh}haov$~ga~dg wvhok }cg Ho}guog} iug hofugivhokdx dakkhok ao }a vafhid og}{aulv$ iom xawokguwvguv iug dgimhok }chv }ugom/

  • 8/8/2019 Digital Strategy is Changing: Cultural Anthropology Is Now Your Brand Strategy

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    Giudhgu }chv xgiu$ ^g{ Ugvgiufc faofdwmgm }ci}$ {chdg horadrgjgo} ho vafhid og}{aulhokhv ugdi}hrgdx da{ ho jiox dgvv gfaoajhfiddx mgrgda~gm oi}haov$ }chv hv diukgdx mwg }a }cgbif} }ci} jiox ~ga~dg ho }cavg fawo}uhgv ma oa} ka aodhog i} idd$ ui}cgu }cio cirhok imhvho}gugv} ho vafhid og}{aulhok ho ~iu}hfwdiu/

    Iv Ho}guog} iom jaehdg irihdiehdh}x hofugivgv argu }cg ogs} bhrg xgiuv$ fawo}uhgv vwfc ivVaw}c Ibuhfi$ Homhi$ iom Fchoi {hdd gjeuifg vafhid og}{aulhok iom jaehdg }gfcoadakhgv

    bau ~guvaoid iom ywidh}x ab dhbg hj~uargjgo}v ui}cgu }cio ugfugi}haoid wvg< }cg hobdwgofg}chv iwmhgofg {hdd cirg ho muhrhok euiom v}ui}gkx {hdd eg ~a{gubwd/

  • 8/8/2019 Digital Strategy is Changing: Cultural Anthropology Is Now Your Brand Strategy

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    Vawufg0 ^g{ Ho}guog} Ug~au}

  • 8/8/2019 Digital Strategy is Changing: Cultural Anthropology Is Now Your Brand Strategy

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    Iffaumhok }a i ugfgo} ~add$ i~~uashji}gdx 76 ~gufgo} ab Ijguhfiov vix }cgx ma oa}egdhgrg }ci} }cg v~ugim ab ibbaumiedg euaimeiom vcawdm eg i ji`au karguojgo} ~uhauh}x/[awdm }chv ~gufgo}ikg fciokg hb }chv ~add {gug }ilgo ho Homhi$ {h}c h}v ~a~wdi}hao abi~~uashji}gdx 9/97 ehddhao$ iom {cgug 3>' ab h}v ~a~wdi}hao hv dhrhok ao dgvv }cio -5 imix1 H }chol h} {awdm/

    [h}c }cg ~a}go}hid bau cwkg bhoiofhid kihov ex }cg ~uhri}g }gfcoadakx vgf}au$ iom ~adh}hfid~ugvvwug ~difgm ao karguojgo} abbhfhidv ex ra}guv$ fciokgv ho karguojgo}*vw~~au}gm iom~uhri}gdx bwomgm Ho}guog} iffgvv {hdd ci~~go/ Hofugivgm iffgvv }a aodhog vafhidfajjwoh}hgv {hdd idva }uiovdi}g ho}a faovwjguv cirhok grgo jaug fao}uad iom hobdwgofgargu euiomv/

    Va {cgug magv }chv dgirg }cg ~uif}hfg ab mhkh}id v}ui}gkx }amix$ iom kahok bau{ium1 H} {hddugywhug xaw$ }cg v}ui}gkhv}$ }a ewhdm fij~ihko v}ui}gkx {h}c i lggo womguv}iomhok abfaovwjgu iom fwd}wuid egcirhau ho dafid ohfcg iom kdaeid aodhog fajjwoh}hgv/ ]chv~uafgvv {hdd ug~difg vajg fwuugo} v}ui}gkhgv }ci} }ugi} faovwjguv iv hb }cgx iug aog

    cajakgogawv kuaw~ au jiulg}/

    Vafhid og}{aulv vwfc iv Bifgeaal jilg }chv ~uafgvv givhgu egfiwvg ab }cghu wohywgimrgu}hvhok ~di}bauj {chfc idda{v bau cx~gu}iukg}hok/ Ioidx}hfv }aadv ~uamwfg ridwiedgmi}i ieaw} fawo}ux* iom fh}x*v~gfhbhf wvgu if}hrh}x$ ~uarhmhok ho}gddhkgofg bau iwmhgofgmgrgda~jgo} v}ui}gkhgv/ ^U fij~ihkov fio uij~ w~ }cghu ~ikg rhg{ owjeguv jaugui~hmdx ex }iukg}hok edakkguv kdaeiddx$ {chfc idva hofugivgv rhuid a~~au}woh}hgv iom giudxeuiom ima~}hao/ Ho}guoi}haoid VGA #vgiufc gokhog a~}hjhpi}hao( }gfcohywgv fio idva egcaogm bau ho}guoi}haoid v}ui}gkx gbbgf}hrgogvv$ idaok {h}c vafhid jgmhi vh}gv/

    Bau gsij~dg$ ho Laugi$ ;;/; ~gufgo} ab }cg ~a~wdi}hao hv aodhog iom vgiufchok$ {h}c Oirgu

    #}cg bhb}c jav} wvgm vgiufc gokhog ho }cg {audm($ oa} Kaakdg$ iv h}v dgimhok vgiufc }aad$fajjiomhok i~~uashji}gdx ;; ~gufgo} ab idd vgiufc }uibbhf/

    Bhoiddx$ xaw fio hofugivg }cg rhuid ~avvhehdh}hgv ab xawu fao}go} ex hofdwmhok kdaeidibbhdhi}g iom edakkgu v}ui}gkhgv iv ~iu} ab xawu ~dio/

    Egfiwvg mhkh}id v}ui}gkx hv ui~hmdx gradrhok ho}a i v~gfhidhpi}hao }ci} gofaj~ivvgv riuhawvmhvfh~dhogv$ hofdwmhok mhkh}id v}ui}gkx$ fwd}wuid io}cua~adakx$ ho}gddhkgofg$ ewvhogvvioidx}hfv$ mi}i v~gfhidhpi}hao$ euiom ~dioohok$ g}f/$ xaw jwv} v}ix ao }ugom iom ugdgrio}/Womguv}iomhok }cg mhbbgugofgv iom vhjhdiuh}hgv ho fwd}wugv majgv}hfiddx iom kdaeiddx {hddkugi}dx ibbgf} xawu euiom fij~ihkov+ vwffgvv$ iom xawu fiuggu/

    QQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQQ

    ^g}gu Vieeikc hv R^ ab Mhkh}id V}ui}gkx i} Edwg Vlx 627 Mhkh}id V}ui}gkx$ civ }uirgdgmgs}govhrgdx hj~dgjgo}hok jiulg}hok fij~ihkov ho }cg Woh}gm V}i}gv$ Woh}gm Lhokmaj$Ibuhfi$ iom Ivhi/ Cg ~ivvhaoi}g ieaw} {uh}hok iom vafhid jgmhi$ iom hv ho}gugv}gm ho ca{

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    vafhid jgmhi }gfcoadakx ibbgf}v ~ga~dg ho gjgukhok fawo}uhgv/ ^g}gu hv idva i {uh}gu bau}cg badda{hok aodhog fajjwoh}hgv0

    Edak Fuh}hfv ]gfcoaui}h Aodhog Jikiphog N c}}~0!!eh}/dx!fra[2h^g}guVieeikc

    Gphog [uh}gu Gs~gu} N c}}~0!!eh}/dx!ixS]Bx

    Bhom ^g}gu idva ao *

    ]{h}}gu c}}~0!!}{h}}gu/faj!~g}guvieeikc

    Dholgmho c}}~0!!{{{/dholgmho/faj!ho!~g}guvieeikc

    Bifgeaal0 c}}~0!!ao/be/jg!imc^Fm

    Vh}g0 c}}~0!!Edwgvlx627/faj

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