Peeps Talk 01

Past Event

Wednesday, March 27th, 2013
Ivey ING Direct Leadership Centre


Victor Barac
Magic and the premium brand
Conjuring an aura of excellence

Much of the success of luxury brands depends on their intangible qualities. The methods used to create these qualities bear a striking resemblance to the magic and ritual of tribal societies studied by anthropologists. Focusing on the fashion industry, this talk explores the techniques used by luxury brands to infuse their products with an aura that marks them as special and uniquely valuable.

About the speaker
Anthropologist Victor Barac travels the jungles of corporate North America studying the cultures of companies big and small. Using the research methods of ethnography, he unveils the inner workings of brands and cultures, and provides unique insights to both chiefs and brand warriors.


Courtney Lawrence
What people really mean
Reading the language of subtext

If communication and language are subjective, how do we know what people really mean? In this talk, Lawrence brings together her expertise in cultural anthropology and consumer insight research with her studies in spirituality and psychology to help tease out the meaning behind the words. She explains how the energetics of language can be used to interpret and deliver messages, helping you to consciously use language to build relationships, drive change and get what you want.

About the speaker
Courtney Lawrence is a social researcher, strategist, innovation consultant and yoga instructor. She holds a Masters degree from the University of Oxford in visual anthropology and is dedicated to investigating human culture, beliefs, behaviour and relationships.


Sam Maglio
How To Shrink Time
Using context to change consumer choice

Not all time is created equal. An hour at your desk on a grey Wednesdaymay creep by, but the same 60 minutes anticipated next month at a resort in Turks and Caicos shrinks dramatically. Maglio’s research suggests there are many ways to shape and shrink time. Shrinking time can radically alter consumer choices – everything from point-of-sale decisions to long-term financial planning. 

About the speaker
Sam Maglio is an Assistant Professor of Marketing in the Department of Management at the University of Toronto Scarborough, with a cross-appointment to the Marketing area at Rotman School of Business. He conducts research at the interface of cognition, motivation, and emotion, with an emphasis on implications for consumer behaviour. 

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