Keep Your Hands Off My Wallet Until You Get Into My Life
Jaime Troiano and Cecilia Russo
This paper is devoted to exploring the range of ethnographic techniques. In particular, it shows their capacity to penetrate the inner space of relationships between consumers, their mindsets and brands.
Keep Your Hands Off My Wallet Until You Get Into My Life
The Brand Ethnography
Cecília Russo
Planning Director, Jaime Troiano, Brazil
andJaime Troiano
Managing Director, Jaime Troiano, Brazil
INTRODUCTION
Fernando Pessoa, one of the greatest poets in the...