Understanding Customer Behaviour
Thank you Alan Quarry for having Maurice on the show!
"Branding is the act of making meaning.”
Marketer Maurice Allin speaks with Alan Quarry about the anthropology of branding and how a brand is a cultural phenomenon. He says branding is about the meaning, not the messaging. Brand ethnography is about understanding customer/brand interaction while customer anthropology is about understanding human behaviour in the absence of our brand.
Maurice also considers the usefulness of qualitative and quantitative marketing tools, the role both play in creating brand experiences, and how B2B companies can go beyond just being about products by creating a strong brand.
“A single cockroach can ruin a bowl of cherries. But a cherry does nothing at all for a bowl of cockroaches”
Paul Rozin, Expert in “Disgust”
Trust Isn’t Just One Thing—And Getting It Wrong Can Cost You Everything.
In agri-marketing, we love to talk about being “trusted partners.” But trust isn’t a box you check—it’s built across four distinct dimensions: integrity, competence, reliability, and concern.
In the first of my next “Lessons Learned” series of articles, I explore what trust really means in agriculture and B2B—and how one weak link can spoil the whole bowl of cherries