Laila Critical Report Draft by Laila

Laila Pollard Critical Report May 2021

DESIRE FOR HUMAN CONNECTION

CAN CONTENT MARKETING Cater the desire for human connection in response to the pandemic and shift of design priorities?

EMOTIONAL STORYTELLING WIEDEN AND KENNEDY COVID-19 PANDEMIC

OUR SHIFTED CAPACITY For Empathy

Contents

04 08 An Introduction

Manifestations of Reality - Wilbers Four Quadrant IT theory.

05 09 My Ethical Position

The History of Content Marketing

06 10 Emotional Storytelling with Nike

Co-op’s New Way of Doing Business

12 17 21 Field of Application Our Shifted Capacity for Empathy

How AirBnb Designs For Trust

A Walking Advert

15 19 22 Simply Connected Self-Directed 1

Bustling Environment Amid and Post Pandemic Self-Directed 2

Harnessing Technology

16 20 25 Uniting Patterns

Promotional Marketing and Complimentary Gifts

In Conclusion

An Introduction

Within the following article, I am going to introduce theorist Marrewijk’s (2004) view of design as a means to support, as logic to counter the concerns of the cooperation between the desire for human connection and the pandemic’s influence on the way we use social media as a crucial communication tool.

assets, which is a key element of content marketing. Content marketing is a marketing approach focused on planning, creating, and sharing material that is intended to attract and stimulate interest in its products and services.

Presenting my ethical position of acting ‘where I am’ establishing dialogical relations, will translate Supporting the industries existing within the following discussions design priorities, I will demonstrate to the reasons for my interest in preparing for the shift of design how they adhere to Wilber’s four-quadrant grid of intimately priorities; innovation of roles and related inter-objective systems and of what’s expected of a designer perceptions of people to execute and a brand today. My tool is about a promotion strategy (https:// encouraging a shift/extension to integrallife.com/four-quadrants/, 2014). the industries existing framework, I will communicate what is reviewing what we can learn from compelling about using communitydemonstrating the connectedness centric storytelling as a concept with of varied manifestations of reality. its ability to trigger responses and As a source of reflection, I will be generate leads for our shifted capacity responding to the pandemic by for empathy as a result of Covid-19. By investing time as a relation to a new the meaning of human connection, it framework that is a contemporary has the power to deepen the moment vision of Co-op’s (2016) invention of on an emotional level with narrative the new way of doing business.

My Ethical Position My communication design works as a tool to support the balance of social and business impact through co-creation and building trusted relationships. Focusing on simplifying and improving services to make lives better, increasing efficiency for the brand as well as its consumers. It is important to know how my design fits into the user’s environment and shapes how people experience their world. Verbeek (2005) supports this in his philosophical reflections on technology, the service or design I choose to input into a community or environment will decipher whether the longterm or unintentional effects make things harder or easier for the people.

06 Emotional Storytelling One brand that works in the same space is Nike, with emotional branding designed by independent advertising agency Wieden and Kennedy, focusing on creating meaningful stories to make social statements that every human being can identify with. Think of W&K and inevitably Nike will follow; they were the agency’s first client after all. W&K lived on the edge of controversy, it became known for free-thinking creative work and the soul of the agency was to create a place of work that meant something more than dollars, they developed a culture. With their purpose to “bring inspiration and innovation to every athlete in the world”, it correlates

Image frame from video You can’t Stop Us ( It’s Nice That, 2020)

projects a real and sincere approach that the audience will trust. It is like developing a personality, a very subtle, “It’s the culture that lifts explicable thing. people. It’s the people who Their recent make the work. It’s the work You Can’t Stop that makes the relationship Us (Wieden and Kennedy, 2020) between good companies and film features a their customers.” split screening that seamlessly illustrates the parallels between sports, with my design value involving 53 sports athletes inclusivity and leading design with the community. to show the commonalities between athletes. The 4,000 Their balance of brand pieced montage celebrates equity and reputation

sports as a source of inspiration and transports viewers through the time of achievements and defeat, always making a comeback with strength. Symbolizing the message that we are never alone and will come together for change. The gradual transition from sporting events to the impact of the pandemic resulting in athletes training from home during lockdown with the rest of the world creates a sense of compassion and inspiration for those persevering through difficult challenges. With the ad addressing the covid

This relates to the journey of business ethics, stories that each human being can identify with, present a more responsible and representative brand. The partnering footage of athletes that compels spirit and creates a way of inspiration could be a style of social inclusion. This connects to Marcel Van Marrewijk suggestion of viewing design merely as a tool to support and further enhance organizational performance, which he further elaborates on in his discussions on the social dimension of organisations (2004). crisis, it’s the richness in storytelling that is at the core of this piece of work. Rob Alderson provided the quotation during an observation of the designer (2015), Wieden demonstrates , “It’s the culture that lifts people. It’s the people who make the work. It’s the work that makes the relationship between good companies and their customers.”

This voluntary process of emotional storytelling through branding may be a social investment and opportunity for businesses to have an impression on society, the environment, and also the economy following goals.

Manifestations of Reality IT Worlds

08 the interaction between product Wilber’s Four Quadrant Model and user experience in addition to (https://integrallife.com/fourthe discontinue, why and when the quadrants/, 2014) is a framework of integral theory and suggests that all human knowledge and experience can be placed in a four-quadrant grid. Recognising the modes of a general approach for human beings, the framework presents the collective domains who are ‘intimately related’ and positively dependent upon each other, demonstrating the connectedness of the varied manifestations of reality, ultimately supporting more than one sector of a business. The speculative character of the ‘IT Worlds’ refers to the interobjective systems, for instance, networks, government, and natural environment, that usually fail to incorporate the cultural dimension of groups noted ‘We World’, shared values, language, and therefore the awareness and perceptions of people – ‘I World’.

https://personalityjunkie.com/05/myers-briggs-kenwilbers-quadrant-model-integral-theory/

service is no longer required.

As the designer, a sense of accomplishment is perceived from delivering a more personalized brand experience for consumers, my process of adapting how I This model identifies a supporting manage content reflects upon my culture is required to back context of life – the responsibility up production processes and as a designer also means acting systems to make a well-balanced “where you are” transforming my organizational transition, capable of maintaining itself. The transition situation by establishing dialogical relations with those who live in moving to a more people-oriented the same context. In the renew strategy implies the re-align of the stage of experience design using business or brand’s mission and storytelling as a concept to present reporting, otherwise, it remains a ‘lip service’- expressed with the lips shared voices into design content can motivate and build trust across but not acted upon. all participators. The social design takes place where the people What’s missing is the further consideration into the unintentional involved in the design process are effects of a brand’s product or available to relate dialogically. service beyond the marketing; how it fits into the consumer’s lifestyle, local environment, observation of

The History of Content Marketing

The Role of a Content Marketer My design practice is the role of a content marketer, which is continuing to become more personal; the role of a content marketer requires role fluidity within the workplace to act more like journalists, and counsellors, as well as a representer - shifting the focus to real people, infusing their content with authenticity. Content marketing is an approach to drive profitable customer action and provide consistent content to retain a defined audience for a brand.

The History of Content Marketing The history of my practice is largely communication that reduces the gap between business and customer. The creation of the quarterly magazine The Furrow in 1895 by John Deere, is often referred to as the unofficial birth of brand publishing, after the earliest evidence of cave paintings – communication through content. The Furrow established a connection between the brand and customer by sharing advice, tips and courage moreover was not published with the focus to sell products. The popularity of this style of content soared that it had four million readers by 1912 (Smiley, 2018). The publishing of The Furrow started teaching businesses that commercial enterprise wasn’t always about selling the product; it was about building brandconsumer loyalty and becoming

How John Deere Uses Content Marketing to Educate Customers ( Youtube, 2016)

a part of the consumer’s home and lifestyle. Content marketing is an approach to drive profitable customer action; the Furrow is an agricultural journal published as an impartial forum for discussion, to grow the role of the business and be seen to be active.

A New Way of Doing Business

The Co-Operative The most relevant part of the ‘history of context design’ to the type of work I do in my practice, is exploring the fluidity of the role of the brand, and how they can adapt to current situations such as a global pandemic for their customer’s needs. For example, keeping people upbeat, or promoting shared empathy, and uniting viewers with the power of unique content. Marketing Week and Creative Review are examples of digital platforms used today in contemporary communication design that specialize in chronicling data services, content marketing solutions, and telemarketing that are currently delivering leads for businesses that want to connect (1980). They provide chapters into the rise of video commerce and the change to the nature of creative processes such as book cover design in today’s creative landscape.

Opening up debates on the changing of flexible working towards expressing our ability to affect culture and unite a nation with our design ethics. The Co-operative Wholesale Society started by the Rochdale Pioneers in 1844, invented a new way of doing business. The co-operative, a business owned by its members, was the start of a national movement that never stopped trying to improve how things are done (Co-op Communities, 2016).

https://modernhistorian.blogspot.com/2009/12/on-this-day-in-history-rochdale. html

are exploring the fluidity of their role and interaction with consumers.

Role Fluidity

Dunelm Thurrcock Community Facebook Page (2021)

The company is widely known for its clear financial and operational objectives, they believe principles are more valuable than profit and were also the first to propose many changes in the way we shop and live; producing co-operatively, to consume co-operatively. Working for the common good, Co-op was the first to introduce rationing to make sure everyone got their fair share. With the brand always living up to its demonstrated commitment and democracy, it’s almost expected of the brand to promote this message on all marketing occasions. In comparison to this, in my opinion, there are more exciting companies in today’s contemporary communication design that

Dunelm (1979) is a British home furnishing retailer that has recently been establishing and building upon its community platforms. Their personal growth and achievements are more visionary and exciting in their change of direction from the corporate retail industry. Adapting to the pandemic, the company created a new framework focusing on the wellbeing of their customers as well as their colleagues, from weekly wellbeing catchups with staff isolating at home, to communitybased social forums to stay connected with valuable, local customers (Dunelm Thurrock Community Support, 2020). The company has used the global pandemic as an opportunity to invent new duties for their staff to keep busy, occupied, and still at work, which is valuable to people in this moment of uncertainty. According to Barrett (2000) “financial success is strongly correlated with employee fulfillment”.

Field of Application Our Shifted Capacity For Empathy Since the current pandemic, companies are adapting to new platforms to reach and connect with their customers. Ryanair created their own Tiktok account and the back-office staff behind the screen got involved with current video trends - creating a persona for the brand and airplane.

of humour and our capacity for empathy has grown in some ways, Ryanair’s TikTok account has been labelled as a new hero by many

One trend, whereby the user screenshots images from video footage, then with a square cropping creates potential ‘Grammy worthy album covers’ Ryanair uses footage from the boarding of the airplane (2020). This transfers the brand’s usual content into another context for a different audience. Working well, it involves humour, is light-hearted, compelling, and is exactly what viewers want at this moment in time. The core idea of this social upkeep is to show the company is relatable, fresh, and keeping up with the trends, and in the same ‘boat’ as everyone elsetrying to work from home. The owner of the account is interactive, replies to the viewer’s comments, and speaks on behalf of the character of the airplane. Covid has shifted our sense

of the platform’s users since celebrities have kept quiet at home, however, some are convinced it could be a step too far towards inappropriate for a ‘corporate’ brand? Social networks have widened the field of application and different types of initiatives, content

communities, and virtual worlds. It comes from the fact that a growing number of people live in a world that is both highly problematic and highly connected, this creates a positive loop between new ideas on sense-making. Technology’s rapid rate of change provides new problems and opportunities for creating and marketing. It does change the importance of a level of style, opposed to presenting the process of a project. Social media has developed this new world and system of visual culture, whereby sources require to be attractive with an aesthetic appeal to be noticed. This can lead to a cherrypicking of design skills that are better at providing a level of style or artifice, as opposed to having a deep knowledge of the process, these compromises made to the process will affect the outcome of its business for a brand and the consumers which are not obvious at the beginning. The appearance is not what solves a brand’s purpose, however, in today’s society of the importance of recognition and desire to fit within the media’s aesthetic framework somewhat puts

designers in a position where they shift the level of importance between image and message. It has made me consider how am I going to portray my design values through the first initial interaction in the digital world? Will I be able to present my design intentions in just one sentence, or through a hashtag?

I have learned from references such as the Ryanair Tiktok, the potential of considering adapting to new platforms to reach and connect with the client’s customers to contextualize the core message of understanding and being relatable which is exactly what viewers want at this moment in time. For me, the most significant learning began after evaluating our relationships with objects. I have enriched my ability to unravel the pattern of people and shared experiences within a brand to connect across networks and eradicate bad forces within an environment where there is a desire for human connection. Quoted by Sartre (2015), “Our relationship with objects is intuitive and emotional. An object tells how it feels and how we feel about it.”

Simply Connected Self-Directed Project One My Simply Connected project for Bosch aims to demonstrate the balance of brand equity and reputation by marketing the fridge and its everyday function using the method of community-centric storytelling (2020). Bosch describes itself as a home appliance brand that contributes to making everyday life even easier: easy to use simply to save us the time for improving our quality of life. The Bosch brand core is ‘Invented for Life’ (Bosch, 2019). The purpose of the project is to present the business benefits of incorporating uniting patterns of social design in the corporate industry to improve a brand’s image. Working together and observing moments within families, my series of tender photographs and paired stories emphasize the power of associating memories with household appliances, it has the unifying potential to display a deeper sense of belonging for the brand and its consumers. My marketing publication and short film portray the fridge as the focus of home and link between all families. It’s narrative assets that trigger responses, allow viewers

to connect and relate with others on an emotional level, during this current pandemic it’s an important source of reflection. Capturing a narrative is a key element in content marketing, mirroring how the connections between product and user experience in a personal environment present the brand and its product as relatable and functional. The structure of the content explores the interactions with the object and acts as a social investment for the Bosch brand to deliver inspiration and enthusiasm. The empathic elements provide insight into the first use of the fridge, the adaptations to the family environment, and the discontinuation of the fridge as the generations depart and renew their very own fridge narratives.

Uniting Patterns

Time is related within the framework for integrating brand, experience, and value. Within my role, I explore the first use, ongoing use, discontinue and renew of a service or system in which I design for a client or community. The time invested and commitment to exploring how my design fits into the user’s environment to understand the impact on people’s quality of life creates value that both the brand and consumers experience. Valuing the project beyond its situation on a digital screen, also displays efficiency, position in the real world, and purpose. My Simply Connected project begins to unravel the underlying reason as to why it’s beneficial to show the different varied stories that cross over to begin to form a timeline of events around the fridge. As the generations of people grow and change within all family homes, the purpose of the product changes - meaning the function priorities are different for all consumers. The first use consists of observation. Ongoing use is the interaction between product and consumer, the effects. Discontinue is the aftermath of integrating the service into the environment – staying connected, following up, and building relationships. Renew is the

service of adapting the design as the environment or role changes. Having read the context inside my publication, I now wonder about the opportunities this project has brought to life to continue to turn shared stories into content to act as a platform for communities to be more represented, emphasizing dialogue and collaboration. This knowledge is essential to me in the workplace because I value further consideration into the unintentional effects of the product beyond the marketing. Initially, I questioned social media’s contribution to compromising the process for a level of artifice. Equally, this is perhaps related to the fact that it was not a crucial communication tool before the pandemic and the outbreak has changed the way we use social media. This is similar to incorporating usergenerated content because during the lockdown we relied on existing material to communicate a message when we would previously design new elements. Like my Bosch short marketing film, this demonstrates the positive reflections the pandemic has taught us regarding our dependence on empathetic elements in advertising, tv, and everyday interactions.

“

A Tangible Collection of Our Communities’ Stories

Airbnb Co-founder Joe Gebbia believed that the promise of human connections helped to get the hosts and guests of Airbnb to build enough trust to stay in another person’s home and is the foundation of the business (How Airbnb designs for trust, 2016). Gebbia spoke about how his first hosting experience changed his perspective, and through doing so, developed life-long associations through strangers that were ‘friends waiting to be discovered.’

AirBnB (2014) A magazine of local stories and travel inspiration

His entrepreneurship and determination encouraged me throughout my project to consider whether design can help us overcome bias and have the capability of eradicating ‘bad forces’ to improve community spirits, mood, and enthusiasm during uncertain times. Administering my observations and surveys to build my knowledge and connection with the consumers also feeds my curiosity and desire to learn how different people live in comparison to myself and helps to build new relations

”

that last beyond the project. Airbnb also has a new print magazine called Pineapple which is a documentation of the community, belonging, and shared space, and was the main inspiration within my ‘Simply Connected’ project. I come across this visual reference during an everyday exploration for inspiration on Pinterest. Each edition of the magazine includes features like an interview with a London gallery curator and a culinary tour of Seoul. The publication is selling the experience with the method of communitycentric storytelling. Airbnb calls the magazine “a tangible collection of our community’s stories ... that speaks to the brand’s core values and identity.” From the foundation of the business to the content marketing publication, I appreciate the framework that presents the intimately related collective domains and is supporting more than one sector of a business. Demonstrating the connectedness of the networks, natural environment, and the cultural dimension of groups, language, and perceptions of people – ‘I World’.

Product Benefits, Tame The Frizz. & Tutorials, T-Shirt Hair Wrap (Bustling Environment Amid and Post Pandemic, 2021)

Bustling Environment Amid and Post Pandemic Self-Directed Project Two The Wider Industry Fitting my design position and framework ideation into the wider industry, my thought process of learning about working in response to the moment, the pandemic, is to implement the future; harnessing technology to continue to be a relying source of social support since due to the rise in our reliance on technology, companies are no longer the sole source of brand communication but increasingly by the consumers themselves through so-called user-generated social media communication. My second self-directed project has been about considering the varied circumstances any work and social environment may be impacted and therefore physically changing to suit any restrictions to continue to provide content for clients. According to Varadarajan and Dacin (2003), a firm must strive to respond continuously to opportunities and threats to survive and prosper in a changing environment.

The most useful learning happened when listening to inspirational speaker Sinek’s (2009) powerful movement to help people become more inspired at work, and in turn inspire with his idea The Golden Circle, which provides a framework upon which organisations can be built, and movements can be led. It all starts with why; inspiring leaders regardless of their industry or size all think and act from the inside out. It was at this point I acknowledged that touching on my theory of investing time into exploring the first use, ongoing use, discontinue and renew of service, within the hairdressing profession, the result of the service is the why; this proves that people don’t buy what you do, people buy why you do it. Hairdressers are a leading trade that represents Simon Sinek’s Golden Circle framework whereby their consumers buy their services for the results as much as the process.

My ‘Bustling Environment Amid and Post Pandemic’ project aims to promote an organic way for brands and businesses to build communication with natural extensions to existing services (2021). Leading a field within the advertising and marketing industry, my second self-directed project presents my new framework using the hair salon environment as a demonstration to propose a new thing companies need, since hairdressers are personal service freelancers, they already have an authentic connection with their clients and do things on their own due to costs, bigger brands can learn from their techniques. People buy their servcies for the results as much as the process.

Psychologist Schwartz (2015) explores the meaning behind the hairdresser profession who are proud of their ability to understand, talk to, and manage people – the complexity of such a seemingly simple act as cutting hair is one of the most satisfying jobs in the world. They often become confidants for sharing secrets and deep-seated anxieties. The most meaningful study resulted from the unique position hairdressers have with their clients, Dr. Behshad said in an interview with Hohenadel (2019), “it’s an even closer proximity in comparison to a Doctor and therefore can detect potentially dangerous health problems”.

Product Application, Serum (Bustling Environment Amid and Post Pandemic, 2021)

Promotional Marketing and Complimentary Gifts With research into the goods and services that are used in conjunction with existing ones in the salon, the project focuses on the selling of the benefits and results to clients which is an inexpensive way to boost morale during a difficult time. Although all marketing strategy components are important in meeting a brand’s

goals, the product component plays an instrumental role, and marketing strategies are typically designed around this component. Unlike physical products, hairdressers need to spend time minimizing uncertainty and selling clients on the benefits and results that they’ll get from their offerings.

services, and putting across the benefits of a product or service to the customers is a key element of promotion. A complimentary gift or service within a hair salon can be a product applied to the hair during a service such as shine spray, blow-dry cream, heat protector, or serum, or it could even be a service such as a moment of peace or someone to talk to, which benefits everyone. It’s a key gesture of the hairdresser paying attention to the real need of the consumer; however, the reward must fit the relationship. Every culture has its gifting customs and rules, and the social value of giving has been recognised throughout history. Parker-Pope suggests in an article (2007), “gift-giving has long been a favourite subject for studies on human behaviour”. They have discovered that giving gifts is a valuable part of human interaction, helping to define relationships and sustain bonds. My ‘Bustling Environment Amid and Post Pandemic’ project promotes the complimentary gifts to transform virtual communication into relationship boosters and personal development tools by the hairdresser acknowledging a client’s business and their loyalty. The complementary products hairdressers apply within a service, acts as a sample, given to the consumer free of cost so that

they may try before committing to a potential future purchase. With effective sampling, marketers can create brand loyalty and assist in the launch of a product through word-of-mouth which is an activity that can be the essential component to such a strategy of social network marketing, it can also encourage clients to continue to use it regularly.

A Walking Advert

Physical products are secondary to hairdressing services, upselling products serve as natural extensions of salon

A hairdresser is a walking advert for their business, we refer to people who are brands in themselves as personality brands. Promotional strategies are important to help people find out more about you and look into your services and make a purchase, this expresses trust, and my project demonstrates it’s an organic way to build the salon. The customer relies on the hairdresser’s knowledge of the product’s process; peruse, look, feel, advice, price, and availability. Schoenumller’s (2012, P 192) study revealed consumers of the pharmaceutical industry rely more heavily on company-controlled communication instruments, as they might regard the company to be better qualified than other consumers to answer their questions, in comparison to the tourism industry by which consumers appreciate consumerto-consumer communication; therefore, company-controlled communication instruments impact brand equity in this sector. I believe this study is relatable when discussing service knowledge in a hair salon since aftercare that develops salon promotion reassures the clients that they’re an expert in the field and that the clients can have confidence in them. Providing aftercare advice can be a great marketing tool because it allows you to stay in contact with clients.

Harnessing Technology

Since organisations are increasingly emphasizing digital marketing as an important component to a promotional mix, my digital promotional designs visualise the coaching of clients on how to care for the style and colour in between salon visits to encourage the use of quality products, and to increase client confidence – fulfilling the desire for human connection. #Technology #SocialMedia #Marketing #Pandemic #Re-BuildingCommunities

23 Moving forward from the salon’s physical close contact to a more immersive digital-friendly experience, I investigated Bread & Butter, the fashion trade show’s branding designed by Craig & Karl (It’s Nice That, 2016), that promotes their dynamic identity using new mediums to connect with viewers during the three-day festival event. Channelling conversations around the brand beyond the event, Craig & Karl designed attractions the visitors pose with and share on social media platforms for followers. The initial theme for the new identity was NOW and focussed on postinternet culture. #Technology #SocialMedia #Marketing #Pandemic

T SECTION T SECTION T SECTION T SECTION T SECTION T SECTION

In response to the hair salon’s shortened capacity restrictions, my promotional marketing outcomes are designed digitally for its use on social media platforms. Much like the Bread & Butter identity, which is described as an unfixed and evolving concept, I hoped to amplify the fun of re-building the process in which a service or product is provided to a consumer with multiple transformations and adapting combinations whilst still personifying the bustling salon environment to demonstrate a sense of belonging.

T SECTION T SECTION

#Technology #SocialMedia #Marketing #Pandemic #Re-BuildingCommunities

Have you required any advice or services from your hairdresser during the lockdown?

In Conclusion Our philosophical reflections on technology, supported by Verbeek (2005), and the relationship with the pandemic have implemented our future of accepting new capacities of empathy transmitted by businesses’ marketing strategies. Investing time into a project has shown an understanding of the impact on people’s quality of life moves to a more people-oriented method in advertising. Through the medium of pitching my ethical position of supporting more than one sector of a business, as a result, I hope to have convinced the value of the consumers being able to relate dialogically, contextualises the core message of understanding; clearly developing a personality for the brand to show commonalities between communities. In fact, becoming a part of the consumer’s lifestyle, which instigated from The Furrow, truly supports our shared desire for human connection, positively promoting how we’re dependent upon each other amid and post the pandemic. My two self-

directed projects have communicated the compelling benefit of using the richness of storytelling as the core of the work to trigger responses, which facilitates to challenge the way we use social media as a crucial communication tool to become relatable and well-balanced between the innovation of roles and of what’s expected of a designer or brand today. To summarize my research question, narrative assets, a key element of content marketing, can cater to a consumer’s desire for human connection from a business during a pandemic like we have collectively experienced, and shift of design priorities from the rapid rate of change to the reliance of technology to stay connected.

BIBLIOGRAPHY In Alphabetical Order

AirBnB (2014) Meet Pineapple:A magazine of local stories and travel inspiration. Available at: https://blog.atairbnb.com/ meet-pineapple-magazine-local-stories-travel-inspiration-belonging/ Alderson, R. (2015) Dan Wieden Is… Available at: https://www.itsnicethat.com/ features/dan-wieden-is-we-spend-a-weekstalking-the-advertising-mogul-around-aconference-in-cape-town Bosch (2019) We are Bosch. Available at: http://wearebosch.com/index.en.html Content Marketing Institute (2016) How John Deere Uses Content Marketing to Educate Customers. 22 March. Available at: https://www.youtube.com/ watch?v=rbKvoKeu4vc Co-op Communities. (2016) Back to our Co-op roots. 27 May. Available at: https://www.youtube.com/ watch?v=ZYKoQl0uAUw&feature=emb_title Dunelm Thurrock Community Support (2020) [Facebook] 27 April. Available at: https://www.facebook.com/ groups/1188328668187026 (Accessed: Tue 2 Mar 21) Hohenadel, K (2019) How your hairdresser could save your life. Available at: https:// wellcomecollection.org/articles/XLSVBEAALNzvQVz (Accessed: 04 April 2021).

How Airbnb designs for trust (2016) Available at: https://www.ted.com/talks/ joe_gebbia_how_airbnb_designs_for_trust https://integrallife.com/four-quadrants/ (2014) (Assessed: Tue 2 Mar 21) It’s Nice That (2016) Craig & Karl creates new identity for Berlin trend show, Bread & Butter. Available at: https://www. itsnicethat.com/news/craig-and-karl-breadand-butter-berlin-060916 (Accessed: 04 April 2021). It’s Nice That (2020) Nike’s split-screen You Can’t Stop Us ad perfectly matches old and new footage. Available at: https:// www.itsnicethat.com/news/oscar-hudsonwieden-kennedy-nike-you-cant-stop-usadvertising-060820 Marketing Week and Creative Review quarterly (1980) Available at: https://www. creativereview.co.uk/an-oral-history-ofcreative-review/ Marrewijk, M. V. (2004) The Social Dimension of Organizations. Available at: https://www.researchgate.net/ publication/227078457_The_Social_ Dimension_of_Organizations_Recent_ experiences_with_Great_Place_to_WorkR_ assessment_practices

Parker-Pope, T (2007) A Gift That Gives Right Back? The Giving Itself. Available at: https://www.nytimes.com/2007/12/11/ health/11well.html Pollard, L. (2020) Simply Connected. Available at: … Pollard, L. (2021) Bustling Environment Amid and Post Pandemic. Available at: … Ryanair (2020) [Tiktok] 5 May. Available at: https://www.tiktok.com/@ryanair?lang=en Sartre, J. P. (2015) Sketch for a Theory of the Emotions. Taylor & Francis Schoenmuller.V (2012) Brand Communication in the Era of Social Media: Do Companies Risk Losing Control? P 192 Available at: https://www.academia. edu/3356296/EFFECTS_OF_PRODUCT_ VIRTUAL_EXPERIENCE_ON_CONSUMERS_ WILLINGNESS_TO_PAY_IN_PARTICIPATIVE_ PRICING_MECHANISMS Schwartz, B (2015) What’s the most satisfying job in the world? Available at: https://ideas.ted.com/whats-the-mostsatisfying-job-in-the-world-youd-besurprised/ Sinek, S (2009) Start with Why. Penguin. Smiley, M. (2018) John Deere, the ‘OG content marketer,’ on how its 123-year-old magazine endures, The Drum, 24 May.

Varadarajan, R and Dacin, P (2003) Market Situation Interpretation and Response: The Role of Cognitive Style, Organizational Culture, and Information Use. Available at: https://www.researchgate.net/ publication/228921465_Market_Situation_ Interpretation_and_ResponseThe_Role_of_ Cognitive_Style_Organizational_Culture_ and_Information_Use Verbeek, P. and Crease, R. (2005) What Things Do. Penn State University Press. Wieden and Kennedy. (2020) Nike: You Can’t Stop Us. Available at: https://www.wk.com/ work/nike-you-cant-stop-us/. (Assessed: Tue 2 Mar 21)