cultural clout the role of culture in consumer decision making
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Cultural clout The role of culture in consumer decision making. Justin Gibbons C reative D irector Arena Media. We’ve learnt a lot about decision making. And we’re still learning. There is a new layer to consider: the role of culture. Brands sit at the heart of this new understanding. - PowerPoint PPT PresentationTRANSCRIPT
Cultural cloutThe role of culture in consumer
decision making
Justin GibbonsCreative Director
Arena Media
We’ve learnt a lot about decision making
And we’re still learning
There is a new layer to consider: the role of culture
Brands sit at the heart of this new understanding
Brands exist in the cultural world of the consumer
What are ‘cultural texts’ ?
A plethora of academic research demonstrates the role of media context
Newsbrands are ‘the new cultural intermediaries’
Media with Cultural Clout support brands’ cultural ideals
Insert film here
5 things to think about
• What are the cultural ideals my brand could or should support?
• What stories does my brand have to tell to support these ideals?
• In media, where do these cultural stories exist?
• Which media have the most cultural clout?
• Are there ways of working with Newsbrands to leverage the cultural story?