What are Brand communities?
Brand communities are groups of people who share identity, values and practices with a particular brand. We analyze the phenomenon from an anthropological perspective. Keep Reading
Brand love or emotional relationships with brands
In the world of customer engagement, it is common to hear that companies want to transform their brands into “Love Brands”. A Love Brand is a brand that attracts customers and catches them emotionally, sticks in their mind and heart, gets ingrained there and never leaves. Love brands are brands that generate such a strong… Keep Reading
Objects, brands and people: between kites and Harley Davidson drivers
Understanding the meanings we give to objects and the way in which we associate them with attitudes, emotions, and memories, can be highly useful when creating a new product, improving an old one or positioning a brand. Here, following the works of Sergio López (2017) on business anthropology and Fernando Juez (2002) on the design… Keep Reading