Industrial Lecture Series: Managing Brand Tribes

Event Details

Industrial Lecture Series Speaker 1: Patrick Gilbertson, New Media Manager and community content creator for Christopher Ward.

We are very happy to announce our first speaker for the Michaelmas Industrial Lecture Series: Patrick Gilbertson (alumnus 2023), New Media Manager and community content creator for Christopher Ward.

Patrick will be coming in to share his experience in navigating and managing the Christopher Ward brand community within one of the most vocal and impassioned microcultural environments there is - watch collecting. To the uninitiated, it sounds bizarre: how passionate can a group of people be online about collecting watches? It turns out - quite a bit.

There is much to be learned at this session from faculty and students alike as Patrick will be considering key theory in relation to practice including consciousness of kind, marketplace legitimacy, desired marginality and brand hijack.

Particular attention will be given to the importance of doing interdisciplinary cultural research when working with microcultural consumer groups, and Patrick will be speaking about the brand's own 'Do Your Research' campaign.