Storytelling in Practice: Brand Narratives and Archetypes

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<ul><li><p>Storytelling In PracticeBRAND NARRATIVES &amp; ARCHETYPESBrand Psychology &amp; Audience Engagement Doctoral Concentration</p><p>Fielding Graduate University</p><p>Dr. Pamela RutledgeFielding Graduate University</p><p>prutledge@fielding.edu</p><p> @pamelarutledge</p></li><li><p>2|</p><p>Whats My Story? Faculty, FieldingLead Faculty: Brand Psychology &amp; Audience Engagement Doctoral ConcentrationPositive Psychology &amp; Media Doctoral Concentration</p><p>Director, Media Psychology Research CenterBlogger Psychology Today, Positively Media</p><p>Recent publications:Exploring Positive Psychology: The Science of Happiness and Well-Being Co-AuthorMedia Psychologists in APAs Career Paths in PsychologyThe Psychology of Mobile Media in Global MobileArguing for Media Psychology as a Distinct Field in Oxford Handbook of Media PsychologyThe Impact of Social Media on the Success of the Twilight Saga." In The Psychology of Twilight</p></li><li><p>1. BRANDS2. STORIES3. ARCHETYPES</p></li><li><p>4|</p><p>What is a Brand?</p><p>Traditional definition:Includes things like a name, a term, symbol, or designCan also apply to Companies, Products, Services, Ideas, Campaigns, Groups, People, Social Movements </p><p>Something that differentiates. Something that has a story </p></li><li><p>5|</p><p>Why buy a Coke?</p></li><li><p>6|</p><p>6</p></li><li><p>EXERCISE </p></li><li><p>WHAT DID YOU SEE?</p></li><li><p>9|</p><p>Brand Formation is Circular </p><p>Brand story</p><p>Customer story</p><p>Customer adapts &amp; </p><p>owns brand story</p></li><li><p>THE SOURCE OF ALL BRANDS</p></li><li><p>1. BRANDS2. STORIES3. ARCHETYPES</p></li><li><p>12|</p><p>Is This A Story?</p></li><li><p>13|</p><p>No, its a picture Your brain cant help itself. It starts to fill in all the missing pieces.</p><p>How do we know this picture isnt a story all by itself? </p><p>Because your story isnt the same as the person next to you. Your brain supplies all the assumptions, the intentionality and projects action based on your own models and biases.</p></li><li><p>14|</p></li><li><p>15|</p></li><li><p>17|</p><p>Why Tell Stories?</p><p> Language of the brain Connect us with universals, symbols, </p><p>myths &amp; metaphors</p><p> Provide a context for memory</p><p> Define the world and our place in it</p><p> Bridges differences, creates trust</p></li><li><p>18|</p><p>rationalemotion</p><p>instinct</p></li><li><p>19|</p><p>95% 5%19</p></li><li><p>20|</p><p>A Good Story</p><p> Purpose</p><p> Emotional Engagement</p><p> A Hero </p><p> Catalyst</p><p> Conflict</p><p> Transformation</p><p> Resolution</p></li><li><p>21|</p><p>YesYes</p><p>YesYes</p><p>YesYes</p><p>YesYes Yes</p><p>YesYes</p><p>YesNo</p><p>12 out of 13 Want Brands to Talk Story</p></li><li><p>22|</p><p>Stories Are Efficient</p><p>Use the information stored in the receivers brain: Archetypes Metaphors Experience Cultural references</p><p> Not everyone will define hero the same way, but everyone will have an understanding of the hero.</p></li><li><p>23|</p><p>Assumptions: Brand Story</p><p>Brands are stories that expand functionality into symbolic meaning</p><p>Consumers use brand stories to satisfy their own desires and to create/extend their identity</p><p>Brand-consumer relationship is both social (active) and parasocial (projection)</p></li><li><p>24|</p><p>The main reason to tell stories:People dont want more information</p><p>They want</p><p>Faith</p></li><li><p>1. BRANDS2. STORIES3. ARCHETYPES</p></li><li><p>Cognitive ShortcutsIm lazy</p><p>I have a bunch of unconscious rules </p><p>and models</p><p>I assume others are the same as meI use what I know </p><p>best -- me</p><p>I prefer less choices</p></li><li><p>27|</p><p>Assumptions: Archetypal Impact</p><p>The most powerful and iconic brands embody archetypes</p><p>Archetypes extend communication to cultural values and meanings</p><p>Archetypal patterns become filters for understanding events</p><p>Myths: Simple stories with archetypal roots Help people make sense out of the world Provide ideas to live by Resolve lifes most difficult questions</p><p> Icons are encapsulated myths</p></li><li><p>28|</p><p>Archetypes Fuel All Powerful Stories</p><p>Music</p><p>Movies</p><p>Art</p><p>Brands</p><p>Product CategoriesFor example, the dominant archetype perceptions in auto brands: Over 50% assigned Explorer or Everyman</p></li><li><p>29|</p><p>Carl Jungs Archetypal Theory</p></li><li><p>30|</p><p>Stereotype Archetype</p><p>Rooted in culture-specific norms that are simplistic &amp; undifferentiated</p><p>Rooted in universal truths that are rich &amp; distinctive</p><p>Source: Jon Howard-Spink in Using Archetypes to Build Stronger Brands</p></li><li><p>31|</p><p>Common Archetypes</p><p>Hero</p><p>Mentor</p><p>Outlaw</p><p>Caretaker</p><p>Creator</p><p>Magician</p><p>Trickster</p><p>Innocent/Child</p><p>Lover</p><p>Explorer</p></li><li><p>32|</p><p>ACTIVE</p><p>ACHIEVEMENT/RISK</p><p>STABILITY/CONTROL</p><p>PASSIVE</p><p>MEINDEPENDENCE &amp; </p><p>FULFILLMENT</p><p>WEBELONGING &amp; ENJOYMENT</p><p>RULER</p><p>OUTLAW</p><p>HEROMAGICIAN</p><p>EVERYMAN</p><p>LOVER</p><p>JESTER</p><p>CAREGIVERCREATOR</p><p>INNOCENT</p><p>SAGE</p><p>EXPLORER</p><p>Needs Matrix with Archetypes </p></li><li><p>33|</p><p>Archetypes in Culture</p><p>Anna Nicole Smith</p><p> Rags to Riches (Cinderella) Gold Digger/How to </p><p>Marry a Millionaire (Siren)</p><p> Live Fast/Die Young (Rebel)</p></li><li><p>34|</p><p>Archetypes Transcend Time &amp; Place</p><p>NIKE: HERO</p></li><li><p>COKE: INNOCENCE</p></li><li><p>JOHN DEERE: EVERYMAN http://marketingland.com/is-john-deere-the-original-content-marketer-2-49138 </p></li><li><p>37|HARLEY DAVIDSON: OUTLAW</p></li><li><p>38|WILLIE NELSON: OUTLAW</p></li><li><p>39|INDIANA JONES: EXPLORER</p></li><li><p>40|TOMS SHOES: CARETAKER</p></li><li><p>41|</p><p>Archetypes &amp; Motivation</p><p>MOTIVATION STABILITY/CONTROL</p><p>BELONGING/ENJOYMENT</p><p>MASTERY/RISK INDEPENDENCE/FULFILLMENT</p><p>Creator Jester Hero Innocent</p><p>Caregiver Regular Guy/Gal Outlaw Explorer</p><p>Ruler Lover Magician SageCustomer Fear Financial ruin, ill </p><p>health, unconsciouscontrolled chaos</p><p>Exile, orphaning, abandonment, engulfment</p><p>Ineffectuality, impotence, powerlessness</p><p>Entrapment, selling out, emptiness</p><p>Helps Customer Feel safe Have love &amp; community</p><p>Achieve Find happiness</p><p>Mark, M., &amp; Pearson, C. S. (2001). The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. New York: McGraw Hill. P. 18</p></li><li><p>42|</p><p>12 Core Archetypes Applied to Brands</p><p>ACHIEVEMENT</p><p>STABILITY</p><p>INDEPENDENCE &amp; FULFILLMENT</p><p>BELONGING &amp; ENJOYMENT</p><p>Ruler</p><p>Outlaw</p><p>HeroMagician</p><p>Everyman</p><p>Lover</p><p>Jester</p><p>CaregiverCreator</p><p>Innocent</p><p>Sage</p><p>Explorer</p></li><li><p>43|</p><p>Archetypes Define Brand Dynamics </p></li><li><p>44|</p><p>Find Your Archetype What is the image that comes to mind?</p><p>Foundations of the brandThe values that drive the companyThe brand personalitySingle goal of the brand?The personality of the brand?What is the voice of the brand?Eliminate all that dont fit</p><p>Select most similar</p><p>Identify discrepancies and alignmentsEXERCISE </p></li><li><p>45|</p><p>Above All: Be True to the Story</p></li><li><p>THANK YOU</p><p>Dr. Pamela Rutledgeprutledge@fielding.edu</p></li><li><p>47|</p><p>MEDIA PSYCHOLOGY PHDFielding Graduate University</p></li><li><p>48|</p><p>FACULTYDr. Karen Dill-Shackleford</p><p>Social psychologist, dissertation on video game violence effects; influence of positive and negative portrayals of race and gender in the media and on communication about domestic violence</p><p>Dr. Garry HareAdvocacy, media and political psychology; the impact of media on international conflict resolution; the impact of television on social and political ideation; the impact of radio and the web on local policy; editorial cartooning. </p><p>Dr. Jerri Lynn Hogg</p><p>Social impact of technology and new media including: Social Media, How we communicate in a digital world, The Digital Classroom, Augmented Reality, Media Literacy and Media Reform.</p><p>Dr. Pamela Rutledge</p><p>Psychology of storytelling and narrative in message, branding, and persuasive; the application of neuroscience, cognitive psychology, and positive psychology to the media development.</p><p>Dr. Jason Ohler</p><p>Distance learning and e-learning; online community; assessment of technological impact; digital/oral/written literacy; digital storytelling and narrative development; new media. </p><p>Dr. Regina Tuma</p><p>Psychology of social media; aesthetics, social media and the psychology of cognition; psychology of Big Data; social representation theory, the thinking society and minority influence; history of media psychology</p><p>Dr. Daniel SewellCognitive psychology, Intersection of media and cognitive psychology, Research methods, Statistics</p></li><li><p>49|</p><p>ADMISSIONS</p><p>Admission CriteriaA bachelors or masters degree from a U.S. college or university accredited by a regional accrediting agency or one recognized by the U.S. Department of Education and the Council for Higher Education Accreditation</p><p>A minimum undergraduate grade point average (GPA) of 3.0 </p><p>Admission Application Spring 2017 Application Deadline is October 28, 2016Application form Application fee Two (2) Letters of RecommendationCurriculum VitaeStatement of purpose Critical Thinking Writing sample Official transcripts in sealed, unopened envelopes International transcript evaluation (if applicable) All application materials become the property of Fielding Graduate University. We encourage you to keep copies for your records.</p></li><li><p>50|</p><p>TUITION AND FINANCIAL AID</p><p>Tuition Information (9/22/16):</p><p>Current tuition is $27,180/year. ($9,060/term)</p><p>Additional costs for sessions, travel, hotel, supplies, and books</p><p>For more information: http://www.fielding.edu/programs/psy/media/tuition.aspx</p><p>Financial Aid Information:</p><p>For more information, scholarship opportunities and information links: http://www.fielding.edu/financialAid</p></li><li><p>51|</p><p>TRANSFER CREDITS</p><p>Up to 20 transfer credits </p><p>Requirements</p><p>Courses must be master's or doctoral level from a regionally accredited college, university, or professional school. </p><p>Taken within the past five years. </p><p>Grades in the courses must be B or better </p><p>Procedure</p><p>At the time of admission, or during your first term, submit an application to transfer credits </p></li><li><p>52|</p><p>RESIDENCY8 days of face to face academic credit required during the program</p><p>Many opportunities for face-to-face and group program activities to meet requirements and expand your doctoral studies</p><p>Regional gatherings (clusters) of students and faculty Once per quarter, either on the East Coast, West Coast or Mid West. National SessionsNational and Research Sessions</p></li><li><p>53|</p><p>HOW LONG DOES IT TAKE?</p><p>The Media Psychology PhD program is self directed, so completion time depends on you:MotivationOrganizationPlanningPrevious knowledgeTime availableThe program is designed to take anywhere from approx. 4-6 years to complete.At the minimum required level (18 units per year), you will complete the program in about 5 years </p></li><li><p>54|</p><p>COURSE STRUCTUREThere are three terms per year and you are required to complete a minimum of 18 units per year to maintain good academic standing. Courses are done in the following ways and may vary depending on faculty and the course:</p><p>MOODLE SEMINARS- have a specific start and end date within a term. These courses tend to be a bit more structured with weekly assignments and discussion. The number of students vary depending on the faculty and course, but it is typically not more than 12-15 students. Most of the </p><p>work can be done asynchronously.</p><p>INDIVIDUAL ASSESSMENT CONTRACTS- A few courses can also be contracted for on an individual basis. You will contact that faculty member to create a contract that will go throughout a term on how you will show competency so the length can vary. This is typically done through research, reading, and writing papers but can include presentations and conferences as well. Most of the work is done asynchronously.</p><p>We recommend you have a minimum of 20 hours a week to spend on coursework. The length of courses will vary, but they typically last one term You may be working on several courses per termThe assignments will vary depending on the type of course and faculty</p></li><li><p>55|</p><p>GRADUATION REQUIREMENTSTotal = 94 units</p><p>For more detailed curriculum information and course descriptions: </p><p>http://www.fielding.edu/programs/psy/media/curriculum.aspx</p></li><li><p>56|</p><p>WILL I HAVE ANY SUPPORT?Absolutely!Each student has a primary faculty advisor who works closely with you through program. Students are also assigned a student mentor that you can contact for any questions or advice about the program.</p><p>Administrative support in Santa Barbara: Graduate Program Advisor </p><p>(GPA) Program Manager Program Director </p></li><li><p>57|</p><p>CONTACT INFORMATION</p><p>Dr. Jerri Lynn HoggMedia Psychology Program </p><p>Directorjhogg@fielding.edu</p><p>Juliana HydanusMedia Psychology Admissions </p><p>Advisorjhydanus@fielding.edu</p><p>OR mediaadmission@fielding.edu</p><p>805-898-4020</p></li><li><p>58|</p></li></ul>

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