From the course: Learning Cultural Strategy for Design
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Culture
- So we've gone through our category, company, and consumer insights. Next, we're on to the final C, the cultural insight. It's important to understand which area of culture your brand can claim. A few quick tips to remember is it's important to be brand agnostic, because no one cares about your brand. We want to also understand the attitudinal shifts that are bubbling up in society. And it's important to be in it, not of it. You can't understand the culture by doing it from your desk. A few things to remember. We want to ask ourselves what's interesting and what's capturing the mood of the nation. What's influential, and who do your audience sit up to and listen to? What's an issue, and what are the tensions that are bubbling up in society we should be aware of? What's entertaining, and what are people sharing and laughing about? So when it comes to Martini, we wanted to look at Italian culture in relation to time. To do this, we conducted some research. We did some deskside research…
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