Thinking about the Future of Brands, and Humanity

The Future of Brands and Humanity_2 The Future of Brands and Humanity_2   I was recently asked by my lovely colleague, Susan Fournier, to write a chapter for her book examining Consumer-Brand Relationships. That notion of relationships was so endlessly interesting and worthy of exploration. I had to say yes.

So I thought about this topic and what was so interesting to me. And I thought…hey, the future of these relationships is something that we would like to be able to predict. Can we do that prediction in a cultural sense, then? What would that mean?

The Future of Brands

And Also of Humanity

 

What would it mean to go beyond anthropology as study and writing to anthropology as action, as a practice, as a reclamation of a set of rituals?

For the idea of ethnography has for a while been to learn practices, to actually do and seek to become like the member of the culture, a full participating member.

In order to predict the future of brands, I will use a range of techniques, and combine them, I thought to myself.

I will think of this as a performance, an artwork, an experiment, and a marketing demonstration. Promotional material for my personal brand, in other words.

And at that moment it struck me, like a bolt out of the deep deep blue. ANTHROPOLOGY

 

The union of these two elements, these social media elemental opposites–the corporate brand online and the personal brand online, this is the future of brands.

And I sought from there to find some data with which to explore this idea, and I chanced upon Textualized Prediction HISTORY: some great candidate books, including

  • UBIK, Eye in the Sky, and Perky Pat’s Stigmata that Matter: each by Philip K. Dick
  • Down and Out in The Magic Kingdom: by Cory Doctorow
  • Idoru and All Tomorrow’s Parties: by William Gibson

NETNOGRAPHY BOOK COVER_APRIL29_14_2NETNOGRAPHY BOOK COVER_APRIL29_14_2I chose to start my work on this topic here, thinking about one of this group of books, as I also contemplate, in public and private, the content for the new netnography book, a book that will be crowdsourced more than anything I have ever tried before

(although much of academic work is, in fact, crowdsourced, which is why it often reads like a crowdsourced text).

In the next blog post, I not only tell you what I am writing about. I start to reveal it to you in the freshest first draft…why not?

Let us begin to try to answer these questions about the future of brands, and along the way of course, of humanity itself.

Human history. And our humanity itself as a quality of Being Human. And then, to reward my loyal readers, I begin to weave in a whole other plotline. One I hope you will follow on CNN as it breaks major marketing news (or does not–a null hypothesis!) in headline form for social media brilliance by a marketing professor who tests the limits of academic theory at the current time. Or not. NETNOGRAPHY BOOK COVER_APRIL29_14_2

Is Netnography Just a Synonym for Online Ethnography?

netnography_artAt the risk of turning this blog into an advice column, I want to share an interested letter I just received. This sort of correspondence is actually fairly common, and I think the question and answer may be of wider general interest to the readers of this blog.
“Dear R. Kozinets,

My name is Maria Luisa Malerba and I am a PhD student at the Open University of Catalonia (Barcelona, Spain). I am writing because I am currently writing my PhD thesis after the field work and I have a problem of terminology. Despite having read your book, which I found extremely helpful for my investigation, I am still confused about the correct meaning and the exact difference (if any) existing among the following neologisms:

  • netnography
  • virtual ethnography
  • online ethnography
  • digital ethnography
In my investigation I conduct an analysis of informal second language learners on online communites” designed for language learning, such as Livemocha and Busuu. Being this study about learners’ behaviours, the online aspect plays a fundamental role and this research has a primarily netnographic focus. I conducted participant observation, I submitted an online survey, I interviewed learners online and I analyzed the online interaction occurred through the chat that learners submitted to me.My question is: is there a clear distinction among the aforementioned expressions? If I use the term “netnography”, how do I justify that I do not adopt the other expressions, which to me sound like synonyms?Thank you in advance. Looking forward for your answer.

Maria-Luisa Malerba”

In my answer, I tried to be brief but to the point.

“Dear Maria-Luisa:

Thank you for your question. A lot of people ask this, so I will write more about it.

Online ethnography and digital ethnography are generic terms for doing any sort of ethnographic work using some sort of online or digital method. When you use those terms, it is unclear what you have done in terms of what procedures you used, what the methodology is, such as what ethical guidelines you used for example. The literature base you will cite is also a bit amorphous.

Virtual ethnography is the term coined by Christine Hine, and it refers to a method that sees online work as only partial and incomplete. I would expect that if you called your online ethnography a virtual ethnography, then you would adhere fairly closely to the research attitudes and practices, in fact the methodology of combined research philosophy and actions, of Professor Hine as she demonstrated them in her book.

Netnography refers to a specific set of online ethnographic procedures characterized by a particular methodology, including an epistemological background, analytic frameworks, and a consistent and evolving set of guidelines for entree, observation, data analysis, ethics, and so on.

Does that help?

And at what point is something not a neologism? Ethnography, as I write in the book, was a neologism at one time. Netnography is now 18 years old, old enough to vote, drink, marry, and drive in many nations. Hey, netnography, pass me a beer.

Regards,
Rob.”


To my mind, you can say you are a healer, or you can say you are a cardiologist, or an acupuncturist, or a chiropractor, or an energetic healer. When you link yourself with a particular practice, you do more than simply adopt a neologism. You link yourself to a rigorous set of practices and a set of related literatures. Certainly, there is room for innovation. But clarity is very important in the social sciences. And clarity is something that has not been particular well-served by the rapidity of change and silos present in the social media research field.
Is that clearer?

Journal of Marketing Appointment Announcement

jm_cover.jpgThis blog is getting some “red hot” editorial news about the State of Marketing Scholarship these days. My last post broke the news about the new editorial team at the Journal of Consumer Research (“JCR”).

And here is a very fresh one about the #1 Journal in the Marketing field.

As many of you are aware Gary Frazier is the editor elect of the Journal of Marketing (or “JM”) and will be taking over in July of 2011 from Ajay Kohli. For a while, Ajay, Gary, and Bob Leone have acted as co-editors of the journal. As with JCR, the manuscripts flows in the main journals in our field have been increasing dramatically, necessitating some editorial action to share the workload.

Gary has decided to change the structure of the Journal of Marketing to one that includes Associate Editors (or “AEs”). I think this is a very smart move. AEs at JM will have considerable latitude to make recommendations, but the final decision will always lie with the Editor-in-Chief, that is, Gary. Gary has appointed 16 AEs, some truly excellent people, and I believe he is looking for a couple more.

marketing_journals_411×211.jpgGary has asked me to be an Associate Editor of JM for his term and I have happily accepted. Thank you for the vote of confidence, Gary.

What this means, I believe, is that the Journal of Marketing is institutionalizing a role and a place for Consumer Culture Theory, cultural, or “qualitative” approaches to practical marketing issues in the field. This is big news. It is something that many of us in the CCT field have been working towards for many years. More top tier options for our publications is important to continuing the institutionalization of CCT work as an important and necessary (albeit minority) component of all Marketing Scholarship, Marketing Education, and Marketing Departments.

At the #1 journal in the Marketing field, we now have, perhaps more than ever before, the promise of a real presence and solidified representation at the top of the field.

I think that a look at the past 7 years of cultural work in JM will show that CCT work is getting more and more applied, and offering increasingly powerful pragmatic insights to the marketing industry.

The move is also presenting  a natural place for all types of social media and social media marketing research. One of my personal goals is to raise the quality and profile of research on social media and social media marketing research.

Officially, these will be the areas of the Journal of Marketing that I will have Associate Editor authority over:

Primary (substantive) content area

Internet and social media marketing

Secondary content areas

  1. Word-of-mouth marketing;
  2. entertainment marketing;
  3. brand and product management;
  4. retailing

Methods: 

  • Qualitative/ethnographic (e.g., discourse analysis, semiotics, phenomenological interviews, metaphor analysis),
  • Other methodological orientations as necessary (I am trained and versed in a variety of different methods)

If you do social media research using qualitative methods, you can pretty much guess who is going to be shepherding your work though JM.

So starting in July I will be looking forward to seeing all your best managerially-oriented work sent to us at the Journal of Marketing. I will do my very best to make sure it gets treated fairly or even better, and to publish the best work to keep our field of Marketing moving steadily forward.