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THINK ABOUT THIS:
THERE IS ONE STORY ABOUT YOU.
THAT TELLS IT ALL – A MOMENT,
A GLIMPSE, THAT SUGGESTS SOMETHING ABOUT YOU THAT NEWLY REVEALS A SENSE OF WHO YOU ARE. BY THE END OF THIS TALK, I’D LIKE YOU TO SHARE THIS STORY.
What is it?
CONSIDER THE MODEL.
IDEA,
STRATEGY,
STORY,
MESSAGE
AND
VISUALIZATION.
HOW MIGHT THAT APPLY TO A PERSON?
THE WORK THAT IS YOU:
LISTEN,
TRANSCRIBE,
ORGANIZE,
ACTUALIZE,
AND VISUALIZE.
THINK ABOUT FIRE. THINK ABOUT PASSION. THINK ABOUT ATTENTION. THINK ABOUT INTENTION.
Old English brand, brond “fire, flame; firebrand, piece of burning wood, torch,”
Old Norse brandr, Old High German brant, O.Fris. brond “firebrand, blade of a sword,”
Old French brandiss-, prp. stem of brandir “to flourish (a sword)” (12c.), from brant “blade of a sword, prow of a ship,” “fresh from the fire” (Shakespeare has fire-new).
AN ANCIENT WORD
HUMAN BRANDS THAT GIRVIN HAS WORKED ON...
ART WOLFE
Visionary, earth steward, artist, photographer, author and TV personality, working one to one, building out the story, image management, messaging, identity and website.
THE
NORDSTROM FAMILY
A legacy of designing for the family, rebuilding identity, packaging, founded on service, sophistication and brand culture.
TRISH MAY
One person: teaching the principles of surviving cancer in the legacy of building a brand based on giving back to women’s based cancer research: 100%.
ScOTT OkI
Entrepreneur, technologist, marketing guru, philanthropist: building strategy, brand, story, message for decades, one to one, one to millions.
STEVE WYNN
A brand legacy that’s built on a single person’s visioning, starting with Bellagio design integrations, Beau Rivage, Encore. GIRVIN’s been there, working one to one.
cAPEzIO
GIRVIN rebuilds a story that began 125 years ago, a legend in dance branding, a founding principle of crafted tailoring and sophistication, newly reborn, worldwide.
LEV LEVIEV
One man, the founder of one of the most significant gem groups in the world – the only person who alone might be considered a direct competitor to DeBeers – a dream, a story, a growing empire.
MARTA MONTENEGRO
Editor, founder, athletic consultant, publisher, diplomat, writer and trainer brand strategy up – a new story holistically built from the core principles of living victory.
cLINT EASTWOOD
A story transformed into an Oscar®, and a brand built upon decades of imagination and leadership in the industry.
WENDY LIEbMANN
Foundress of a top retail strategic consultancy, turning to GIRVIN for brand, strategy, story and imagery – a remake of the human brand.
RIcHARD GERE
One to one: building a foundation of compassion, wisdom and education; His Holiness The Dalai Lama, the Tibetans and the Himalayan Legacy.
SHARON STONE
Building a brand, a business, a story founded on an entertainment legacy – expanding to production, philanthropy and political action.
B A S I C I N S T I N C T
S P H E RE
S L I V E R
C A S I N O
T H E Q U I C K A N D T H E D E A D
M U S E
I N T E RS E C T I O N
A B OV E T H E L AW
C H A O S P R O D U C T I O N S
EASTERN
cONGO INITIATIVE
GIRVIN helped develop the strategy, the inner code of the brand, positioning and story, by gathering Affleck’s thinking into a coherent platform for message, naming and identity.
THE HEART OF YOU.
THERE’S AN INTRINSIC LINK BETWEEN THE CONTEXT OF PERSONAL VISIONING AND ENTERPRISE: THAT MIGHT BE YOUR BUSINESS DREAM, AND THE DREAM ABOUT YOURSELF.
IN ANY BRANDING PROPOSITION, THE NEXUS IS THE CENTER-POINT OF THE STORY THAT STARTS AT THE HEART.
EVERY BRAND IS MADE BY A HUMAN.
SO TOO CAN A BRAND BE A HUMAN.
ARE INHERENTLY HUMAN
WARM, CONNECTING, STORYTELLING
MEMORABLE AND COMPELLING
LIKE YOU. LIKE BRAND
PEOPLE CAN RELATE
RELATING AND RELATIONSHIPS
IT’S ABOUT TELLING AND CARRYING
THAT STORY
1.
2.
3.
4.
5.
6.
7.
HUMAN BRANDS THAT WE KNOW
BRANDS THAT HAVE A SOUL. AND A PERSON AT THEIR ORIGINATIONAPPLE / JOBS ; METHOD / ERIC RYAN ; TOM FORD; CHRIS ANDERSON / TED; VOSGES HAUT CHOCOLAT / KATRINA MARKOFF; ZAPPOS.COM / TONY HSIEH; NORDSTROM / BRUCE NORDSTROM
BRANDS THAT WE TALK TO
A HUMAN BRAND CAN BE BIG. AND IT CAN BE SMALL: CUPCAKE ROYALE, PEARL, SCHWARTZ BROTHERS, DILETTANTE, BLACKBIRD, JONES SODA, TOM DOUGLAS
ARE THESE BRANDS ABOUT PEOPLE AND THEIR VISION? OR ABOUT THE PERSON?
SCHWARTZ BROTHERS BAKERY – BAGEL PACKAGE DESIGN I
WHO ARE YOU
CONTEMPLATING THE BRAND.
YOU ARE: ?
DEFINING THE DREAM:ENVISION YOURSELF.
LINKING BRAND AND PERSONA
WARM, BRIGHT, OUTGOING, QUIET, BRILLIANT
ENERGETIC, SLOW, BIG, SMALL, MEDIUM, SWEET
HARD, FIRM, SOLID, TRANSPARENT
1.
2.
3.
4.
G A T H E R I N G : WRITE ABOUT YOURSELF
JOURNALPLACE
IBEGANHERE.. .
IWENTHERE...
ANDHERE...D R E A M E R S
WHATIAMLOOKINGFORCONTENT | CONTENTMENT | CONTAINMENT | CONTINENT
ANYTHING ABOUT JOURNEY WANDERED
I t ’s never about the say ing a lone. I t ’s about the do ing.
BUT ALL THOSE YEARS ARE BUT A SUCCESSION OF DAYS. DAYS OF DESIGN.
AND THE MEMORY OF THEM.
JOURNAL: mid-14c., “book of church services,” from Anglo-Fr.jurnal “a day,” from O.Fr. journal, originally “daily” (adj.), from L.L. diurnalis “daily” (see diurnal). Sense of “daily record of transactions” first recorded 1560s; that of “personal diary” is c.1600, from a sense found in French.
D E S I G N , M A P P I N G , E X P L O R A T I O N
THE CARTOGRAPHY OF YOU.
THE JOURNAL , FOR DES IGNERS , WHETHER D IG ITAL OR SCR IBED ON HANDMADE PAPER , IS THE WAY OF MEMORIAL IZ ING THE MOMENT.
AND CREATING MOMENTUM.
C R E A T I V E S T U D I E S
COMPOSITING CONTEXT
SYMBOLISMS
CONTENT
CONTENTMENT
CONTINENT
CONTAINMENT
THE POINT IS REACHING BENEATH, STORING WHAT IS FOUND, THE EXPLORATORY.
AND THE MEANING OF THE WORK . AND HOW THAT RELATES TO YOUR LIFE.
THERE IS A LINK TO SOMETHING BEING DONE, A , AN ACTION BUT THE ANCIENT WORD LINK IS
DEsign: to make the moment shine: lustrate | illustrate
sAvE thE hOur: journal
DOcumEnt: teach thyself: documentum > docere > doctor
Dig in: the archaeology of being
FinD: what lies beneath
YOu: the urge to create
WEAvE: the loom of making threads interplay into a new tapestry of the visible
PAssiOn | IN ALL THE MOST POWERFUL STORIES, THE URGE TO CREATE, TO MAKE BEAUTY, TO OFFER TRIBUTE TO LIVING IS ONE OF THE MOST POWERFUL STATES OF DESIGN.
SCRIBING, DESIGNING – AND BEING IN – PASSIONATE STATES OF COMMITMENT.
.
THE LINK TO CONTENTMENT
EXPERIENCING YOUR FULLNESS
YOU CAN’T ORGANIZE YOUR SENSE OF SPIRIT IF YOU DON’T START BY GATHERING
ANY STORY HAS A BEGINNING
1.
2.
3.
4.
THECONCEPTOFCONTENT
TH E STORY HAS A MEANING
THERE ARE ARCHETYPES AND PATTERNS
CATENA AUREA DEN RöDA TRåDEN THE RED THREAD
WHAT IS THE PATTERNING OF YOU?
FINDING RECURRENT THEMES
1.
2.
3.
4.
BRAND THEMA
ATTRIBUTES OF THE SYMBOLIC:PLOT / SUB PLOT / SEQUENCE / VOICE / PRINCIPLES
GREEN
HANDWORK
DRAWING
WRITING
1.
2.
3.
4.
THE IMAGE
NATURE
NUMBERS
PRINCIPLES
5.
6.
7.
8.
THE CREDO OF YOUWHAT DO YOU STAND FOR?
WHAT TRUTH DO YOU STAND FOR? UNDER-STANDING – LOOKING IN, LOOKING BENEATH
EXAMINING THE OFFERING
THE VISION
THE PROMISE
THE STRATEGY
THE PERSONALITY
THE MESSAGES
THE IMAGES
1.
2.
3.
4.
5.
6.
ANY BRAND PROPOSITIONWILL BE ABOUT
THE CARTOGRAPHY OF YOUR BEING
HYBRIDBRANDING
LINKED IN
BLOG SITES FACEBOOK
VIDEO
PHOTOGRAPHYDRAWINGS
IMAGERY
MICROSTORIES
LONG DRAFTS
WHITE PAPERS
YOURBRANDSTORYEXPANDING COMMUNITY2,000 YEARS AGO, FROM THE LATIN :
COMMUNIS 1. THE COMMON, THE SHARED 2.
KEEP ON THE PATH
BRANDAUDIENCEBUILDING COMMUNITYTHE PRESUMPTION OF BRANDAND STORY IS ABOUT SHARING
YOU HAVE GOT TO SHARE
The concept of storytelling is archetypal to the human psyche. It is inherently the way people connect with each other – and how they examine their lives, express themselves. It’s at the heart of how people link experience to narrative, memory to connective contact.
THE HUMAN BRAND... THE BRAND THAT IS YOU
THE STORY IN BUILDING
EXPLORING THE WORK
THE WORK WILL BE ABOUTFOCUS AND ATTENTIONTHE TENET IS THE ROOT
P R I N C I P L E S
HERE IS THE BEGINNING OF YOUR STORY,
TELL YOUR NEIGHBOR WHAT IT IS...
THANK YOU. FLAME ON. YOUR BRAND.
WHAT LIES BENEATH?
