MONTREAL: Self-styled cultural anthropologist Grant McCracken wowed 'em with his keynote speech at Thursday's session of the ESOMAR conference, invoking Madonna as the epitome and Cher as the epitaph of brands that survive by adapting to a changing world.

It's likely his enthralled audience overlooked that someone called Darwin noticed something rather similar back in 1859.

Geoffrey Precourt, US editor of WARC Online, reports direct from Montreal on a link between celebrities and consumers' identities …
(to read on click here.)

Data sourced by WARC staff