Abstract
The one unmoving, irrefutable fact in this ever-changing world is that people are people first. This paper is an abstract from a book entitled ‘Beyond Branding’. The chapter that this paper focuses on suggests in its thesis that successful brand management has always struck at the many often-subconscious drivers of Homo sapiens. It further suggests that there is huge gain for those companies that really begin to understand and use this in their business and marketing strategies. As the social science that studies the origins and social relationships of humans, anthropology is the source from which the next great companies will be drawing their inspiration.
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Ryder, I. Anthropology and the brand. J Brand Manag 11, 346–356 (2004). https://doi.org/10.1057/palgrave.bm.2540180
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DOI: https://doi.org/10.1057/palgrave.bm.2540180