Understanding Customer Behaviour

"Branding is the act of making meaning.”

Marketer Maurice Allin speaks with Alan 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.

About Our Guest

Maurice Allin is the vice president of strategic insight at Quarry Integrated Communications. He strives to help marketers be more effective by finding and telling customer stories. He uses multi-modal anthropology based quantitative techniques to create hypotheses, testing those hypotheses and creating business cases through rigorous quantification.