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.

DO YOU KNOW WHAT PEOPLE ARE SAYING ABOUT YOU?

jamislausgroup.com

info@jamislausgroup.com

Austin, Texas