Culture Mapping in Action
Food & Beverage
Ozery Bakery - Gaining context of current bread culture to understand where the brand fits in people’s lives in North America and beyond.
Land O’ Lakes - Understanding the changing ideologies of food and the meaning of stewardship for food producers.
Danone USA - Understanding the trends shaping the future consumption of coffee to develop new product innovation platforms.
FIFCO - Advising how to leverage cultural intelligence and transition effectively into a sustainability driven food and beverage company.
Home & Lifestyle
Nike Japan - Understanding the emerging archetypes and muses of sport in Japan to inform brand communication.
Leviev Diamonds - Understanding what it means to be a woman in today’s world to prove viability for a bridge brand of diamond jewelry.
IKEA North America - Understanding the ways people design and use their kitchens and what that means to product and service design.
KEF Home Audio - Understanding the future of sound, its spaces and its critical role in our lives across the globe.
Regulated substances
Clorox - Uncovering the modern codes of cleaning relevant to today’s consumer who is awash in green marketing.
Innovus Pharma - The widely used generic nasal steroid needed to understand human aspects of allergy routine, as Flonase moved OTC.
Beer, Wine & Spirits
Russian Standard Vodka - Understanding evolution of liquor rituals across generations to relaunch the brand in Europe and the USA.
Coalition for the Bayadera Group - Mapping the bourbon category to develop and name a new internationally inspired luxury whiskey.
Imperial Beer/FIFCO - Understanding emerging trends shaping regional beer consumption in Latin American markets.
Lion Beer - Exploring conversations around craft brew in the US to gain an understanding of the evolution of craft brew drinkers.
TRAVEL & HOSPITALITY
Waldorf Astoria - Understanding the emerging archetypes and muses of global luxury to inform brand repositioning.
Collette Tours - Unlocking the insights of the escorted traveler for Baby Boomers once focused on wanderlust.
Time Out Group - Understanding the changing meaning and ritual of our free time — at home and out.
Wendy’s - Uncovering the codes shaping the culture of food for LatinX in America, relating to a new protean expression of ethnicity.
TV & Media
BTF Media: Ongoing collaboration for narrative development, casting, contextualizing stories, audience development and network innovation.
STAKK Factory - Exploring media across Asia to get ahead of fans and surprise them with ideas that matter, including regional nuances.
MUN2 - Identifying dynamics to grow and better maintain a young advantage, resonating with the US Hispanic sweet spot.
American Greetings - Exploring communication patterns among subcultures adept at using digital tools to build communities.
Transportation
Honda - Understanding current and future perceptions of electric vehicles and what that means to brand communication.
Century 21 Insurance - Mining insurance perception to define company purpose and formulate a strategy to address challenges.
Cannondale (Dorel) Understanding subcultures as a foresight framework for unknowns in category segmentation and innovation.
Toyota - Mapping gave Yaris a positioning different from that of its sister brand Scion, which was thriving among car tuners.
Small Business
DHL - Mapping challenges in the journey for extraordinary up-and-coming small business owners dealing with international shipping.
Verizon - Shifting perception that small businesses wanted to be big. They wanted to be impactful, but had constant roadblocks in their way.