Post on 14-Apr-2017
transcript
foundational projective
brand narrative forms
BRAND PLATFORM
Identity systemInteractivePrint AdvertisingProductVehiclesRetail SignageUniformsEnvironmentsIdentitymanagement+Amplifire™+Namequest™
ExperienceWebCommunicationsCultureTransactionsEnvironmentProducts
Strategies NamingBrandarchitectureMessagingSimplificationTechnology
Identity elements Logo(s) ImageryColorTypographyGraphic motifFormatSound
SIMPLIFY AMPLIFY
foundational projective infective
brand narrative forms
living folklore with…
+ strong basic story-appeal
+ foundation in actual belief
+ meaningful message or moral
narrative structure
resolutionact three
complicationact two
situationact one
dramatic tension/ conflict
climax
Subject at rest until forces act upon it, setting it in motion. The dramatic question is posed, tension is introduced.
Series of beats which raise the tension and complicate the dramatic question. The “meat” of the story unfolds with several twists and turns.
Subject comes to rest in a new, changed state (often the polar opposite state of act one). All dramatic questions are answered and tension is relieved.
= beats
narrative
theme characters plot aesthetics
cause
promise
stakeholders products touchpoints
+visual system
+voice
narration channels and devices
brand narrative mapping techniques
narrative mapping attempts to connect past and present story points with current and future touchpoints, so that the desired story is more concrete.
past eraact one
current eraact two
future eraact three
stakeholderscharacters
business activity
plot conflicts
identity elements
aesthetics
+ shareholders
+ b2c customers+ media
+ shareholders
+ b2c customers+ developers
+ media
+ shareholders
+ b2b/b2c customers+ media
+ developers
limited to master brand + core product brand
extended to a master brand portfolio of products and platforms complete ecosystem
challenger brand vs. the rest of the world
innovator vs. wall streetdominant brand vs. needs of the little guys
foundational projective infective reflexive
brand narrative forms
tradition
early americans
identity linked to old-world customs and generational norms
inner
transcendentalists
identity linked to lessons learned in childhood and readings from the “inner compass”
other
modern era
identity linked to consumption and feedback from environment and “others”
a brief history of identity formation in the u.s.a.
brand use and personal narrative
sequence:
brand activity:
narrative driver:
consumer engagement:
selection
theme
role preparation
influence: definition and construction of identity
post
experience
aesthetics
evaluation / feedback
others’ response to identity performance
during
use
character
performance
plot
presentation of identity to the others
pre
narrative priming
+ the source narrative already exists in the consumer’s head
+ brand touchpoints prime the brain to recall the story
+ through repeated experiences, the brand is linked to the narrative in long term memory and validates identity constructs
story beat exposed to consumers
beats
narrative identity stored In consumer subconscious
consumer matches beat to the narrative stored in identity centers
of the subconscious brain
“Unlike purely cognitively based priming effects, which decrease after a short delay, our results show that the effect was actually magnified: while participants primed with IBM (a goal-irrelevant brand) were uninfluenced by delay, Apple-primed participants’ creativity increased in strength over time, a hallmark of goal-directed behavior.”
+ Journal of Consumer ResearchJune, 2008
harley-davidson
+ product use activates a narrative identity
+ behavior is driven by brand attributes
+ voice is tuned to resonate with personal identity drivers
foundational projective infective reflexive communal
brand narrative forms
+ beliefs
+ agents
+ narrative
+ culture brand mythology cycle
the silicon valley narrative
+ setting the humble garage
+ characterstwo misfit inventors
+ plotrags to riches as a result of brilliant technological innovation
+ themefortune rewards good ideas and hard work
37 signals
+ poster brand for GTD and web 2.0
+ a culture first, a collection of products second
+ navigating several cultural dramas with a solid foundation, but much uncertainty
foundational projective infective reflexive communal universal
brand narrative forms
Call to Adventure
Meeting the Mentor
Crossing the Threshold
Helpers & Challengers
Into the Innermost Cave
The Supreme Ordeal
Seizing Your Treasure
The Journey Home
The extraordinary World/The World of
Transformation
The Ordinary World
archetypes
+ a personality type observed multiple times
+ persistent in literature throughout the world for centuries
+ used in Jungian psychology to suggest a heritable memory ingrained in the collective unconscious
+ driver of Joseph Campbell’s monomyth theory about the one great narrative that transcends time and geography
tapping the collective unconscious
+ ritual dimension of consumer behavior
+ tribal branding
+ mono-mythic experience design+ phonetic symbolism
+ ‘basic level’ brand architecture
+ Phonetic Symbolism and Brand Name PreferenceJournal of Consumer Research, 2007
“...back vowels such as the [u] sound in dull or ugh are very often found in words expressing disgust or dislike (e.g., blunder, bung, bungle, clumsy, muck), and words beginning with sl also tend to have a negative connotation (slouch, slut, slime, sloven). Words beginning with fl often express movement (flutter, flap, flicker). Across languages and cultures, similarities have also been noted. Words connoting “little” in non-English languages are kleine (German), petite (French), piccola (Italian), and mikros (Greek), all of which have front vowel sounds for the initial syllable. The same is true for suffixes.”
brand architecture and prototype theory
bird chair iPhone
sparrow Stickley 3G
animals furniture Apple
basic level
superordinate
subordinate
summary
+ every brand has the potential to tell a story
+ some brands are more literal than others in the way they choose to narrate
+ other brands enable stories already at play in the mind of the consumer or in the community in which they participate
+ understanding the drivers of narration is key to managing brands over time
Siegel+Gale applies the art and science of simplicity to create branding programs that help organizations excel.
39
ResearchBrand StrategyBrand ArchitectureNamingContent Development
Visual Identity DesignEnvironmental BrandingDigital Strategy + DesignExperience SimplificationBrand Alignment
What we do