Brand Anthropology WorkshopBy Richard Wise

@CultureRevealed

Nikon’s motion–sensor ad in South

Korean shopping mall.

Paparazzi sunscreens as seen in Brazil.

26% of Millennials expect to be famous in the future.

– Barna Group, May 2010

1 in 4 Millennials regularly uploads a video,writes a blog

or publishes a review.– The Futures Company

THE NEW MUSIC BUSINESSThe labels can’t make you famous.

No fans. No future.You’ve got to put in your 10,000 hours and

develop your own fans.

THE JK Wedding Dance Entrance70,000,000 views on Youtube

“This was on YouTube, you know?”

FameUs

the ever-widening sense of intimacy we have with our celebrities, the feeling of control we have over their self - expression and the growing sentiment that we ourselves are going to be famous.

KEY PREDICTION: All marketing becomes marketing to celebrities.KEY INSIGHT: Celebrities like being with other celebrities.

MARKETING TO CELEBRITIES

#1 CONTROL YOUR APPEARANCES

MARKETING TO CELEBRITIES#2 Know your place – maybe you’re a good sidekick

MARKETING TO CELEBRITIES#3 Don’t take yourself too

seriously

MARKETING TO CELEBRITIES#4 Recover with style

Signs of a countertrend to

FameUs.

“We are being treated like marketing lab rats. Sooner than later, we will all rise up against the marketing machine and go back to the basics.”

– Time Out NY

Our culture’s epidemics of obesity, depression, addiction and

compulsive spending trace their origins to our endless quest for novelty and pleasurable sensations which have no natural “off” switch.

the growing conviction that so much of social media iscommunal narcissism, the impulse to unplugfrom a culture of celebrity worship, and thespiritual inspiration to seek relief from self-obsessionin pursuing a greater social good.

AnonymUs

#1 Be quietly real

#2 Stand for something transcendent

#3 Give people a mask to wear

#4 Give

people a

means of

for the

better

changing the world