storytelling in practice: brand narratives and archetypes
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Storytelling In PracticeBRAND NARRATIVES & ARCHETYPESBrand Psychology & Audience Engagement Doctoral Concentration
Fielding Graduate University
Dr. Pamela RutledgeFielding Graduate University
Whats My Story? Faculty, FieldingLead Faculty: Brand Psychology & Audience Engagement Doctoral ConcentrationPositive Psychology & Media Doctoral Concentration
Director, Media Psychology Research CenterBlogger Psychology Today, Positively Media
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
1. BRANDS2. STORIES3. ARCHETYPES
What is a Brand?
Traditional definition:Includes things like a name, a term, symbol, or designCan also apply to Companies, Products, Services, Ideas, Campaigns, Groups, People, Social Movements
Something that differentiates. Something that has a story
Why buy a Coke?
WHAT DID YOU SEE?
Brand Formation is Circular
Customer adapts &
owns brand story
THE SOURCE OF ALL BRANDS
1. BRANDS2. STORIES3. ARCHETYPES
Is This A Story?
No, its a picture Your brain cant help itself. It starts to fill in all the missing pieces.
How do we know this picture isnt a story all by itself?
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.
Why Tell Stories?
Language of the brain Connect us with universals, symbols,
myths & metaphors
Provide a context for memory
Define the world and our place in it
Bridges differences, creates trust
A Good Story
12 out of 13 Want Brands to Talk Story
Stories Are Efficient
Use the information stored in the receivers brain: Archetypes Metaphors Experience Cultural references
Not everyone will define hero the same way, but everyone will have an understanding of the hero.
Assumptions: Brand Story
Brands are stories that expand functionality into symbolic meaning
Consumers use brand stories to satisfy their own desires and to create/extend their identity
Brand-consumer relationship is both social (active) and parasocial (projection)
The main reason to tell stories:People dont want more information
1. BRANDS2. STORIES3. ARCHETYPES
Cognitive ShortcutsIm lazy
I have a bunch of unconscious rules
I assume others are the same as meI use what I know
best -- me
I prefer less choices
Assumptions: Archetypal Impact
The most powerful and iconic brands embody archetypes
Archetypes extend communication to cultural values and meanings
Archetypal patterns become filters for understanding events
Myths: Simple stories with archetypal roots Help people make sense out of the world Provide ideas to live by Resolve lifes most difficult questions
Icons are encapsulated myths
Archetypes Fuel All Powerful Stories
Product CategoriesFor example, the dominant archetype perceptions in auto brands: Over 50% assigned Explorer or Everyman
Carl Jungs Archetypal Theory
Rooted in culture-specific norms that are simplistic & undifferentiated
Rooted in universal truths that are rich & distinctive
Source: Jon Howard-Spink in Using Archetypes to Build Stronger Brands
WEBELONGING & ENJOYMENT
Needs Matrix with Archetypes
Archetypes in Culture
Anna Nicole Smith
Rags to Riches (Cinderella) Gold Digger/How to
Marry a Millionaire (Siren)
Live Fast/Die Young (Rebel)
Archetypes Transcend Time & Place
JOHN DEERE: EVERYMAN http://marketingland.com/is-john-deere-the-original-content-marketer-2-49138
37|HARLEY DAVIDSON: OUTLAW
38|WILLIE NELSON: OUTLAW
39|INDIANA JONES: EXPLORER
40|TOMS SHOES: CARETAKER
Archetypes & Motivation
Creator Jester Hero Innocent
Caregiver Regular Guy/Gal Outlaw Explorer
Ruler Lover Magician SageCustomer Fear Financial ruin, ill
health, unconsciouscontrolled chaos
Exile, orphaning, abandonment, engulfment
Ineffectuality, impotence, powerlessness
Entrapment, selling out, emptiness
Helps Customer Feel safe Have love & community
Achieve Find happiness
Mark, M., & Pearson, C. S. (2001). The Hero and the Outlaw: Building Extraordinary Brands through the Power of Archetypes. New York: McGraw Hill. P. 18
12 Core Archetypes Applied to Brands
INDEPENDENCE & FULFILLMENT
BELONGING & ENJOYMENT
Archetypes Define Brand Dynamics
Find Your Archetype What is the image that comes to mind?
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
Select most similar
Identify discrepancies and alignmentsEXERCISE
Above All: Be True to the Story
Dr. Pamela Rutledgeprutledge@fielding.edu
MEDIA PSYCHOLOGY PHDFielding Graduate University
FACULTYDr. Karen Dill-Shackleford
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
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.
Dr. Jerri Lynn Hogg
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.
Dr. Pamela Rutledge
Psychology of storytelling and narrative in message, branding, and persuasive; the application of neuroscience, cognitive psychology, and positive psychology to the media development.
Dr. Jason Ohler
Distance learning and e-learning; online community; assessment of technological impact; digital/oral/written literacy; digital storytelling and narrative development; new media.
Dr. Regina Tuma
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
Dr. Daniel SewellCognitive psychology, Intersection of media and cognitive psychology, Research methods, Statistics
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
A minimum undergraduate grade point average (GPA) of 3.0
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.
TUITION AND FINANCIAL AID
Tuition Information (9/22/16):
Current tuition is $27,180/year. ($9,060/term)
Additional costs for sessions, travel, hotel, sup