Digital Ethnography at Kansas State University

We cannot die; we are forever. We're getting bigger every day--and solely by the force of our ideas, malicious and hostile as they often are. If you want another name for your opponent, then call us Legion, for we are many.

it is the job of the marketer to find out what animates the consumer, the meanings at work in his life, to discover his "mattering map."  And Axe campaign does this very well.  We don't like it.  Too bad.  We are not the arbiters of teen boys or American corporations. Second, we cannot demand consistency from Unilever in its marketing and branding efforts.  It is going to speak in several languages.  It is after all operating in an increasingly diverse society and several markets.  Consistency would blunt its marketing efforts.  More to our point, consistency would blunt its responsiveness.