Marketing beyond the monkey

Christophe Fauconnier and Charles Skinner

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands.

Marketing beyond the monkey

Christophe Fauconnier and Charles SkinnerSynovate Censydiam

INTRODUCTION

Brands have become big business and are invited deeper and deeper into our lives. They have moved beyond the public sphere and are becoming more intimate with their users. More than ever, we are speaking about love markers, Iconic markers, emotional branding, and archetypal brands (we could go on). But are these just fancy ways of talking about creating brand appeal, and making brands more important than they really are? Are these just concepts that further advocate the traditional mind space marketing models that are...

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