The enemy within: Philistines in the contemporary corporation
The study of culture and its meanings is the raw material of branding and the contribution of anthropology to marketing. In this article, eminent anthropologist Grant McCracken describes how this core discipline is often missing in the ways companies study their markets. He fingers the culprits – the formal disciplines and the bogus gurus – that, in their different ways, obstruct the proper understanding of the importance of culture to marketing
Levi Strauss,the American maker of blue jeans, missed a change in culture, a shift in consumer...