Peeps Talk 02

Thursday, October 24th, 2013
Ivey ING Direct Leadership Centre

Pankaj Aggarwal
The Brand Next Door
Forming interpersonal relationships with brands

It is not uncommon for brands today to make use of human traits in their marketing campaigns, with the goal of promoting brand-consumer relationships. How do consumers perceive and evaluate such brands? Dr. Aggarwal’s talk will explore this question by referring to specific relationship types and corresponding experiments which have provided converging insights on this subject.

About the speaker
Pankaj Aggarwal is an Associate Professor of Marketing in the Department of Management at the University of Toronto-Scarborough, with a cross-appointment to the Marketing Department at Rotman. He holds a PhD in Marketing from the University of Chicago, and teaches classes in marketing communication and strategy. His research examines consumer behavior in the context of consumer-brand relationships, including anthropomorphism.

Gavin Johnston
Constructing Reality
Using signs and symbols to influence perspective

Signs and symbols make up the fabric of our society. Everything from language, to cultural systems, to psychology are examples of man-made signs functioning in our daily lives. Gavin’s talk will explore how an understanding of signs helps to create more effective and meaningful marketing campaigns, by creating real emotional attachment to a product.

About the speaker
Gavin Johnston is a research professional who specializes in uncovering insights for strategic marketing and design. He has over 14 years of experience conducting global research and strategic development projects for a broad range of clients. In addition to his work he writes a blog called “anthrostrategist” and has an in-depth understanding of successful brands and how they connect with their audiences.

Bruno Moynié
Ethnographic Mojo
Making a connection with the consumer

What people say they do is not what they actually do. This is the premise upon which ethnographic observation is founded, and why it is possible for a product not to sell despite extensive interviews suggesting otherwise. In this talk Bruno will invite the audience to join him behind the scenes, exploring the lives of his subjects and the insights gained from days of observation. 

About the speaker
Bruno Moynie is one of a handful of bona fide anthropologist filmmakers working the market and design research industry. He holds two Masters degrees, one in Social Anthropology from Aix-En-Provence University, France and on in Ethnographic Film from the University of Montreal, Canada. He is a Frenchman based in Toronto and Paris, however his work takes him all over the world. 

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