Farewell Friends

By Jean Grow

Farewell London. Rozloučení Prague.

Farewell to new colleagues I have met and friends we have made.

Each city inspired us to see the world through a new lense. Together we opened our ethnographers’ eyes to new cultures and began to see how brands move across cultures. The truth is, I could only guess at how this class would unfold. I had a plan and a lot of industry contacts. But, blending two universities and 15 people (who didn’t know one another) and dropping them into foreign lands was not a sure bet for success. It was, however, an assured adventure. And what an adventure it turned out to be.

Together we immersed ourselves into worlds unknown, opened our sense to unfamiliar cultures in search of their unique cultural codes for autos, beer and fashion. My students were like sponges and I ran them ragged. We traversed each city moving from ad agencies, to neighborhoods, and then on to shopping malls and auto dealers, often ending up at pubs. We attend classical concerts, visited museums, and walked historical streets. In short we were students of culture. To see the cultural codes they determined for each sector, check the comments below or their sector links. Enjoy!

To my students I say, it was a privilege to be your teacher and to learn side by side.

To my gracious colleagues, a heartfelt thank you.

Jean Grow is an Associate Professor in the Advertising/Public Relations department at Marquette University. This summer, she leads a global brand tracking class through London and Prague to explore advertising across cultures. Follow her class’ blog at http://globalbrandtracking.wordpress.com.

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