Winning Share of Culture: Designing Beyond the Target Audience

To compete in an increasingly fluid marketing landscape, brands need to focus less on traditional measures like awareness and share of voice and more on connecting with the culture of the audiences they are trying to reach.

Brands tend to think in terms of short-term ROI and the success of specific campaigns or promotions.

But it’s short sighted.

Brands must identify points of leverageable love by exploring the juncture between data and culturally-mitigated behaviors, practices and beliefs.

This aligns not only the brand’s message with consumer needs, but also conscious and subconscious cultural norms, leading to new messaging pathways, more relevant product designs, and great long-term profits.

Gavin has been looking at what makes people tick most of his life. Over the years his curiosity about what human behavior has been the cornerstone of his work.

He began his career as an anthropologist and semiotician, which quickly turned into work in strategic planning for both big and small ad agencies in San Francisco, Chicago, Birmingham, Kansas City, and Indianapolis.

Gavin joined BaM in 2017 as Chief Strategy Officer, building on the perspective that creativity grounded in a cultural understanding of a business problem leads to greater relevance and deeper consumer connections for a brand.

He has over 19 years advertising, brand consulting, strategic planning, and consumer research experience.

He has worked closely with clients and partner agencies, devising profitable and award-winning strategies for a broad range of clients including Bayer, GSK, Kellogg’s, Chrysler, Wells Fargo, H&R Block, and LG to name a few.

Winning Share of Culture: Designing Beyond the Target Audience

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