Cultural Anthropologist | Quoted in WIRED, Forbes, National Geographic etc. | Cultural Wayfinder | CMO of 15 yrs. | I help marketers leverage culture
Halifax, NS, Canada
Joined March 2007
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Over 53,000 people seem to like my writing about human culture and technology on Medium. You can read my articles here: medium.com/@gilescrouch
I think a neat feature for the @claudeai app for desktop would be to have themes like most browsers. They dropped the warm colours that made it better than ChatGPT, which is cold and distant.
Every subculture has its own language, brands that learn it can find great ideas for ad creative & engagement.
I once had a good chinwag with @JohnNosta around cultural anthropology and psychology relating to AI. Was a really good chat.
Marketers that do really deep dives into their audiences culture can find pure gold for strategy & creative ideas.
Been building an app that has complex database issues with one of my companies & man, AI has been utterly useless. Good in some ways. But mostly useless.
If you’re marketing is going to jump in on a social media trend, make sure to know the unwritten rules of your audience or things can go wonky fast.
When brands focus on performance marketing, they get so focused on individuals that they forget it’s culture, the one they play in, that drives longer term brand value.
Marketers are good at leveraging the culture we see, but the value sits in the culture you can’t. Unless you dig deeper.
So if AI can solve all these fancy math problems, why can’t it fix the cereal bags in boxes? Been horrid to open since the 1970s.
Numerals are often thought to have been invented by Arabia but they were actually created in India. It was India that created the concept of zero. Which made modern mathematics work.
Giles Crouch retweeted
The Canadian flag will fly at half-mast on federal buildings across Canada.
All Canadians stand with the service members at CFB Wainwright, their families, and their community.
Such an awesome trail run today. Nova Scotia is exceptional at this time of year. A symphony of colours.
Giles Crouch retweeted
Your Marketing Is Too Professional, That’s the Problem
Great creative, recognizable brands, and the case for humor in B2B.
vibeyoursaas.beehiiv.com/p/y…
I see so many brands utterly misreading the culture that they play in, and missing so much revenue opportunities. It’s not that hard to do some research.