WE KNOW WHAT PEOPLE SAY ABOUT YOU.
INTRODUCTION
The Jamislaus Group takes a unique approach
to understanding culture, developing a true
perspective on your target market.
We develop culture around a brand by analyzing
its existing culture through the lens of our
unique expertise and savvy. Our observations
are then combined with tangible data derived
from our independent research done on the brand.
Our analysis provides clients with a powerful
tool that empowers them to better understand
their brand’s impact on consumers and the
various channels through which their brand’s
information travels.
This understanding allows us to offer pertinent
solutions on how to broaden a brand’s markets
while simultaneously crafting a culture around
the brand that is most relevant to the groups
that clients would most like to reach.
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T H E S T R AT E G I E S T H AT H U M A N G R O U P S E M P L O Y T O A D A P T A N D L I V E S U C C E S S F U L LY I N T H E I R N AT U R A L E N V I R O N M E N T ( I . E . A I R C O N D I T I O N I N G , I R R I G AT I O N , S T Y L E O F D R E S S , E T C . )
T HE E V OLU T ION A R Y P R OC E S S IN W HIC H A N I N D I V I D U A L M O D I F I E S H I S P E R S O N A L H A B I T S A N D C U S T O M S T O F I T
I N T O A PA R T I C U L A R C U LT U R E O R L I F E S T Y L E .
A VA S T W E B O F I D E A S , A R T S , A C T I V I T I E S , A N D T E C H N O L O G I E S T H AT E N A B L E S P E O P L E T O B E T T E R P R O S P E R A N D F L O U R I S H I N T H E I R E N V I R O N M E N T.
A strong culture gives us the products to adapt
to the world around us. Culture empowers
people with a metric that enables them to
understand both others and themselves. It is
the convenient lens through which people can
most easily view the chaotic world around them.
Breaking down the complexities of the chaotic
world around them, culture gives people new
avenues to better explore and know the world
that they inhabit. Within culture we find
familiarity – a sense of belonging.
The individuality, inherent in the spectrum from
mainstream culture to the most obscure
subculture helps usher those who may not
understand the most fundamental tenants
or qualities of their surroundings into a more
complete worldview regarding the society itself.
A strong culture unites us and gives us the
ability to relate to the world around us.
Culture originates from movers and shakers
both micro and macro. Individuals (artists,
politicians, athletes, etc.) have the capacity to
vastly shift popular opinion and interests. But
larger entities (businesses, particularly) have
the power to impact culture in a profound manner.
CUL •TURE n.
HISTORY OF CULTURE
Lip coloring is an ancient idea –upper class
Mesopotamians applied crushed semi-precious
jewels to their lips. Cleopatra was even said to have
used a mixture of crushed carmine beetles and
ants to color her lips red. The process was not called
lipstick until 1880. By the end of the 19th century,
Guerlain, a French cosmetic company, begin
manufacturing lipstick - officially creating a cultural
phenomenon and commercializing an age old
process around their branded product offering.
The concept of canned beer proved to be a hard sell,
but the Gottfried Krueger Brewing Company overcame
its initial reservations and became the first brewer to
sell canned beer in the United States. The response
was overwhelming. Within three months, over 80
percent of distributors were handling Krueger’s canned
beer, and Krueger’s was eating into the market share
of the “big three” national brewers–Anheuser-Busch,
Pabst and Schlitz. Competitors soon followed suit, and
by the end of 1935, over 200 million cans had been
produced and sold – making beer a party of the
American lifestyle.
In 1853, the California gold rush was in full swing,
and everyday items were in short supply. Levi Strauss,
a 24-year-old German immigrant, left New York for
San Francisco with a small supply of dry goods with
the intention of opening a branch of his brother’s
New York dry goods business. Shortly after his arrival,
a prospector wanted to know what Mr. Levi Strauss
was selling. When Strauss told him he had rough
canvas to use for tents and wagon covers, the
prospector said, “You should have brought pants!,”
saying he couldn’t find a pair of pants strong enough
to last. Repurposing the tent canvas, Strauss invented
blue jeans changing the world forever.
Steve Jobs’ vision of a “computer for the rest of us”
was an instant success. The user-friendly Apple II
computer allowed users to operate the computer
using colorful graphics. With this computer, Apple
made $3 million in the first year of sales (1977).
The introduction of the Apple II changed the computer
world forever and was a turning point in history leading
up to our present day with a computer in every hand.
CANNED BEERBLUE JEANSLIPSTICK APPLE
THE JAMISLAUS GROUP
Culture arms people with a multifaceted
understanding of the people of the world.
Understanding the motives and means that culture
achieves provides a profound insight into the
lives and goals of those who propagate it.
As a company, it is crucial to understand culture
for precisely this reason. If a brand can accurately
interpret the cultures of its target consumers,
there is no reason that it should not be able to reach
them. People want desperately to be known and
to know their culture is to know them. There is
great solidarity in the action of reminding people
that they are known. Many companies fumble
their public image by appearing out-of-touch
or tone deaf. This need not be the case.
The Jamislaus Group is the guiding light
through the increasingly murky waters of
modern culture.
The Jamislaus Group is here to help you bridge
the gap and make contact with the people that
you may be incapable of making contact with.
TO T R ULY UNDE R S TA ND C ULT UR E I S
TO H AV E UNPA R A L L E L E D AC C E S S
IN TO T HE MINDS OF NE A R LY A N YONE .
E XECUTION
The Jamislaus Group, beyond cultural
consultants, have the capabilities and
production team to develop and execute the
campaigns and strategies presented in order
to work as a communications firm to reach the
identified holes in your marketing. Through
design, strategy, and a variety of campaigns –
we make you influential in markets that may
have been neglected in your past by previous
marketing efforts. With an understanding of
these cultures, we reach them for you.
OUR PROCESS
E XPERTISE
Based on the research compiled during our
evaluation process, The Jamislaus Group then
is able to create a presentation with unbiased
insight into the many questions answered
from analyzing your cultural standing. In this
phase, The Jamislaus Group serve our clients’
as cultural consultants, offering hidden insight
into what the consumers are saying about your
brand, product, or service. In addition to insight,
in this phase, we are also able to find niche,
unreached audiences with ideas to reach these
brand evangelists that lurk within a number of
different subcultures.
E VALUATION The Jamislaus Group’s approach to evaluating
culture is both scientific and academic –
developing our expertise on objective fact-
finding and insight into our clients’ brand
and product culture. Through proven research
methods, we are able to support our expertise
not only with our expert opinion, but with the
opinion of the many other subjects surveyed
throughout our evaluation process.
(DESIRE + PURCHASING POWER) + (PRODUCT DESIGN + UTILITY) + (BRAND ASSOCIATION + CULTURAL PERCEPTION) = BRAND CULTURE
CONSUMER COMPANY & PRODUCT THE JAMISLAUS GROUP
ASSOCIATION MATRIX
SENTIMENT ANALYSIS
INFLUENCER
SUBCULTURE STATISTICS
MICRO-MARKET ANALYSIS
CAPABILITIES
Our academic research and application of
a methodical approach to understanding
companies, customers, and culture allow
us to have a strategy not just based
on creativity alone. Our E VA L U AT I O N
of collected data leads to our cultural
E X P E R T I S E . The sum of the two bring
about the E X E C U T I O N of unique strategies
to build cognitive brand association,
encourage positive sentiment across
communication channels, and develop a
culture around your brand.