by Marguerite Coetzee. In order to understand consumer behaviour on a deep and meaningful level, it requires an exploration of the underlying macro-sociological drivers and the micro-psychological needs.
Category archives: Curiosity – Marguerite Coetzee
Fragments: Decoding culture — how context shapes meaning
by Marguerite Coetzee. Culture is also a context, a world in which messages are communicated. We can decode these meanings if we first understand the context.
Fragments: Decoding symbols — anticipating how consumers might decipher signs
by Marguerite Coetzee. When it comes to advertising, packaging design and marketing-related practices, it is important to keep in mind how consumers might decipher the codes that we put out there.
Fragments: Decoding semiotics
by Marguerite Coetzee. The value of a brand is found in cultural meaning. And semiotics is the key that unlocks this.
Why Things Matter: Transferred — tangible vs intangible
by Marguerite Coetzee. What would a tangible material culture look like in an intangible world?
Why Things Matter: Materialised — personified vs objectified
by Marguerite Coetzee. An object has physical properties but it also has semiotic and intangible value, meaning and qualities.
Why Things Matter: Commodified — appropriation vs appreciation
by Marguerite Coetzee. What happens when material culture items are removed from their original context and transplanted into another?
Why Things Matter: The relationship between consumer & product
by Marguerite de Villiers. Humanity has the ability to create and transform the material world and, in return, we are shaped by it.
Post Truth: Functional truth in marketing
by Marguerite de Villiers. In a post-truth era, consumers are looking to connect with products that they can relate to.
Post Truth: Fact vs fiction in marketing
by Marguerite de Villiers. In a post-truth era, facts become questionable; consumers grow sceptical; brands draw inspiration from multiple perspectives.