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Content Marketing World 2020 - Session Viewer

Our schedule will be live soon. Because this year’s event is virtual, you do not need to select your schedule in advance, but we do recommend planning your week ahead of time for an easier time navigating the virtual platform. We’ll send updates to paid registrants as the agenda is finalized.

You Know What I Mean?: A cultural look at consumer meaning-making and brand consecration

Marcus Collins  (Lecturer of Marketing, Ross School of Business, University of Michigan)

Pass Type: All Access, Main Conference, Main Conference Plus - Get your pass now!

Track: Branded Content

Session Type: Breakout Session

Audience Level: All

Vault Recording: TBD

Audience Level: All

We live in a culturally constructed world where the branded products we consume and display are used to signal our constructed identity based upon the meaning we infuse in them. Understanding this meaning requires radical empathy and the ability to decipher the hidden cultural codes. This session will provide a perspective on how to navigate the cultural world and leverage the data that is made available through today's evolving media landscape to encode and decode meaning through marketing.

Takeaway

  • Learn how meaning is transferred for brand to self
  • An introduction to consumer culture theory
  • Establish research methods for deciphering cultural codes



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