Branding, marketing and cultural geography: What is the relationship?

Starting at Truth: Not long to go!

Next week I begin my dissertation placement at Truth, a strategic marketing consultancy specialising in innovation and brand. Based in their offices in Farringdon, I will be working alongside Truth’s practitioners on a variety projects, of which I am keen to add a geographical perspective, and I am excited to see which projects I can get stuck into!

So what will I be looking at? Culture, culture and more culture….

In our contemporary society, our everyday lives are immersed in culture. But what really is culture, and why are more and more commercial businesses interested in it? Using marketing agency Truth as the main case study of my research, who define themselves as ‘cultural strategists’, I am particularly interested in why culture is becoming increasingly important for commercial agencies. Why does it matter to agencies such as Truth that we are spending less time watching television and more time on social media? Why are agencies such as Truth interested in companies such as Apple becoming a ‘life-support system’ for many people? These are just some of the questions influencing a change of culture in our contemporary world.

So why Truth?

In today’s society, cultural geographers are more often talking and writing about their research methods. Objects of enquiry have become more fluid, focused more frequently on practise, ongoing life than cultural analysis of artefacts (Shaw et al, 2015). Hence, as a cultural geographer I am interested in Truth from a very methodological approach. I aim to create a comparative study between the methods that cultural geographers implement within their research and the methods used by agencies such as Truth, and why the similarities between the two are on the rise. I have a particular interest in how ‘culture’ is becoming further immersed in the commercial world, looking in particular at Truth’s link between ‘culture’ and ‘commerce’, combining market research with people’s everyday lives, ultimately exploring why Truth is so heavily interested in culture.

Truth as my main case study…

Truth will be the main case study of my research, enabling me to create a comparative study into the methods used by Cultural Geographers compared to the methods used within the commercial world. By speaking to and engaging with employees of Truth during my placement, as well as actively immersing myself into Truth’s own projects, this will enable me to undertake a study of Truth itself: what methods it uses, its interest in culture, and how it engages with its audiences and consumers. Despite being in the early stages of my dissertation, I am really excited to work alongside Truth’s cultural strategists to extend and develop my ideas during my placement, ultimately addressing the question: What and who are Truth?

Throughout my placement I will be tweeting about my placement at Truth using the #rhuworkdiss, so keep updated! Additionally, take a look at Charlotte’s blog to follow her time at Truth, where her interests lie particularly in customer journey mapping. 



One thought on “Branding, marketing and cultural geography: What is the relationship?

  1. Pingback: A whistle-stop tour of my time at Truth so far… | Working dissertations

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