How can an anthropologico-linguistic research project realistically relate to a branding and brand positioning project, to the identity definition of a community, a group, or to the sale of a product?

The common thread that unites the entire research project is its method of approach to the Catalan culture, utilising the same research tools classic to an ethnographer, whether in the digital or physical world, to observe a community and how it operates online. That encompasses its cultural practices, its psychography and geography, value system, language(s), and the relationship between the tribe and its space and place.

Taking the measure of a global icon within its own culture, which launches a value-infused process, is an effective way of understanding how dynamics appear and function within a culture.

Let’s say the subject is not Shakespeare—in its place, suggest any brand/product, then what analytical tools do you think would be useful in studying your customers, the ones that must welcome you into their world? What interests do they have, and how would you even begin to understand them, if not through an analysis?

A four-year university research project resulted in a most useful discovery about method.
Not regarding the subject—on the linguistic and socio-cultural level, that is a subject of colossal dimensions–, but regarding the approach, which contributes to shaping a method that continues to serve me as an inspiration and parameter for understanding the relation between the customer and the market under study.

The heart of study that I have performed can be summarised under three readings:

Shakespeare, specifically Hamlet and Coriolanus, considered through the lens of a valued-laden process within the Catalan cultural world.
The concept of common ground* and use of a dramatic text and of a key figure as expressions of an identity.
Barcelona as an international place, a smart city that displays an urban texture very different from the rest of Spain, assuming the identity of an international hybrid.

*The term common ground, in the referenced study, takes on a meaning that is much broader than normal and at the same time quite specific. It is a beautiful subject that I would like to discuss over a coffee.
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