Touch of Whit Creative, Whitney Dunlap-Fowler, Semiotics, Market Research, Brand Strategy, Multicultural Strategy, Cultural Strategy, Insights, Diversity

Research Methodologies. 

Multi- cultural Strategy

Understanding multicultural consumers, authentically connecting to their truths and ensuring broad appeal can be a tricky to navigate. We provide guidance to brands wanting to effectively resonate with key targets while ensuring their ability to stand out in the marketplace.

Key product offerings:

  • Multicultural Strategy Consulting

  • Empathy Building

  • Human Storytelling

  • (Multi)+Cultural Context Setting

  • Diversity & Inclusion Strategy & Consulting

  • Employer Branding Research

Recentering An Entertainment & Experience Brand

Events & Experiences. Brand Architecture & Positioning.

Working with a well known event brand to develop a central brand positioning and architecture framework while helping them understand & connect with their community and innovate new culturally relevant experience solutions to provide down the line.

Understanding Drivers of Black Style

Fashion & Retail. Multicultural Strategy. Semiotics.

Identifying, contextualizing and examining the conscious and unconscious drivers informing how Black style has evolved within fashion, beauty, grooming and home décor through multi-layered cultural context, qualitative & cultural strategy methodologies.

Repositioning an Iconic Food Brand

Food & Beverage. Brand Strategy. Multicultural Strategy. Semiotics.

Combining a mix of consumer insights, cultural insights, multicultural insights & brand strategy over the course two years to determine and finalize the internal positioning & brand promise for a national food brand.

Decoding Ethnicity in Advertising

Media. Multicultural Strategy. Semiotics.

An analysis of the media landscape in order to uncover how ethnicity is portrayed in advertising in order to better understand how different ads may or may not appeal to diverse audiences.

Black Women in the Workplace Study

Media. Multicultural Strategy.

A series of conversations with Black women from various levels in their careers with the purpose of gaining a better understanding of their perceived biases and experiences in the workplace and how this informs their day to day engagements with the hope of identifying new opportunities to make the experience more enjoyable.

Black Women in Media Study

Media. Multicultural Strategy.

An in-depth series of conversations on the topic of real-life vs. media portrayals of Black women with men and women from varied backgrounds in order to understand how Black women are often portrayed in media vs. how they actually wish to be seen in the media landscape.

A Modernized Experience Audit

Retail. Multicultural Strategy.

The development of a continuous, comprehensive experience audit for a client seeking to better understand how their guests from various backgrounds consciously and unconsciously perceive how welcomed or excluded they may feel when entering the client’s retail & service locations.

Black Women's Hair Study

Beauty. Multicultural Strategy.

An in depth look at the enduring relationship Black women have with their natural hair and an exploration into how it informs their daily experiences, and their product purchase decisions in order to build empathy and create new solutions for their hair-care shopping needs.

Exploring The Effect of Underrepresented Audiences in Media

Media. Tech. Multicultural Strategy.

Tracing the historical practices of stereotyped, underrepresented and tokenized representation of multicultural audiences and the long lasting harmful effects of doing so in order to provide marketing guidelines and guardrails for how to execute multicultural strategies successfully.

Decoding The Future of Black Culture

Multicultural Insights.

A semiotic and cultural context analysis on the evolution of Blackness and Black identity to identify how it will emerge in the future and to illustrate the best ways to connect with the Black Millennials and emerging generations.

Employer Diversity Study

Multicultural Strategy.

Connecting with qualified aspirational employees of color to understand perceptions around working within and applying to jobs within STEM fields with the goal of creating employer empathy while identifying and eradicating any potential barriers to entry/ unconscious bias.

Contextualizing Black Love

Media. Cultural Strategy. Multicultural Strategy.

Outlining the history of portrayals of Black love, attraction and appeal in media and its impact on the perceptions of Black consumers and relationships to serve as a thought leadership piece for a well-known television brand.