Author: Owen Wells
Owen Wells , July 7th, 2015
This piece was first presented as an academic paper at the 9th EASA Biennial Conference: Bristol, UK. September 18th – 21st, 2006. Introduction This paper focuses on observations…
Owen Wells , June 8th, 2015
Listening to consumers in order to ‘get closer’ and understand their needs is a common term that I hear within the worlds of branding, marketing and innovation. This…
Owen Wells , April 23rd, 2015
A successful brand becomes part of the consumer’s culture and values, behaviour, attitudes and social identity. I recently spoke to the CMO of a well known global digital…
Owen Wells , December 17th, 2014
The Iron Man films are good portraits of a hunger for domination. The villain is depicted as a extremely wealthy individual where he and his organisation seek…
Owen Wells , October 13th, 2014
How can a brand give something for free that is helpful to their consumers and also creates brand loyalty? Apple has recently shown that this is not easy…
Owen Wells , September 8th, 2014
In a recent article in the Financial Times, the philosopher, Alain de Botton makes the case, in a rather fun and light-hearted way, that it is now time for corporate…
Owen Wells , July 11th, 2014
Shared feelings and heavily ritualised behaviour commonly define football fans around the world. For decades anthropologists and sociologists have documented beautifully these aspects of fandom. And I…
Owen Wells , July 7th, 2014
“Corporations live or die by their connection to culture”. This quote by the anthropologist and author Grant McCracken brings to the forefront the importance of culture within the…