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

    prutledge@fielding.edu

    @pamelarutledge

  • 2|

    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

  • 4|

    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

  • 5|

    Why buy a Coke?

  • 6|

    6

  • EXERCISE

  • WHAT DID YOU SEE?

  • 9|

    Brand Formation is Circular

    Brand story

    Customer story

    Customer adapts &

    owns brand story

  • THE SOURCE OF ALL BRANDS

  • 1. BRANDS2. STORIES3. ARCHETYPES

  • 12|

    Is This A Story?

  • 13|

    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.

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  • 15|

  • 17|

    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

  • 18|

    rationalemotion

    instinct

  • 19|

    95% 5%19

  • 20|

    A Good Story

    Purpose

    Emotional Engagement

    A Hero

    Catalyst

    Conflict

    Transformation

    Resolution

  • 21|

    YesYes

    YesYes

    YesYes

    YesYes Yes

    YesYes

    YesNo

    12 out of 13 Want Brands to Talk Story

  • 22|

    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.

  • 23|

    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)

  • 24|

    The main reason to tell stories:People dont want more information

    They want

    Faith

  • 1. BRANDS2. STORIES3. ARCHETYPES

  • Cognitive ShortcutsIm lazy

    I have a bunch of unconscious rules

    and models

    I assume others are the same as meI use what I know

    best -- me

    I prefer less choices

  • 27|

    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

  • 28|

    Archetypes Fuel All Powerful Stories

    Music

    Movies

    Art

    Brands

    Product CategoriesFor example, the dominant archetype perceptions in auto brands: Over 50% assigned Explorer or Everyman

  • 29|

    Carl Jungs Archetypal Theory

  • 30|

    Stereotype Archetype

    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

  • 31|

    Common Archetypes

    Hero

    Mentor

    Outlaw

    Caretaker

    Creator

    Magician

    Trickster

    Innocent/Child

    Lover

    Explorer

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    ACTIVE

    ACHIEVEMENT/RISK

    STABILITY/CONTROL

    PASSIVE

    MEINDEPENDENCE &

    FULFILLMENT

    WEBELONGING & ENJOYMENT

    RULER

    OUTLAW

    HEROMAGICIAN

    EVERYMAN

    LOVER

    JESTER

    CAREGIVERCREATOR

    INNOCENT

    SAGE

    EXPLORER

    Needs Matrix with Archetypes

  • 33|

    Archetypes in Culture

    Anna Nicole Smith

    Rags to Riches (Cinderella) Gold Digger/How to

    Marry a Millionaire (Siren)

    Live Fast/Die Young (Rebel)

  • 34|

    Archetypes Transcend Time & Place

    NIKE: HERO

  • COKE: INNOCENCE

  • 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

  • 41|

    Archetypes & Motivation

    MOTIVATION STABILITY/CONTROL

    BELONGING/ENJOYMENT

    MASTERY/RISK INDEPENDENCE/FULFILLMENT

    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

  • 42|

    12 Core Archetypes Applied to Brands

    ACHIEVEMENT

    STABILITY

    INDEPENDENCE & FULFILLMENT

    BELONGING & ENJOYMENT

    Ruler

    Outlaw

    HeroMagician

    Everyman

    Lover

    Jester

    CaregiverCreator

    Innocent

    Sage

    Explorer

  • 43|

    Archetypes Define Brand Dynamics

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    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

  • 45|

    Above All: Be True to the Story

  • THANK YOU

    Dr. Pamela Rutledgeprutledge@fielding.edu

  • 47|

    MEDIA PSYCHOLOGY PHDFielding Graduate University

  • 48|

    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

  • 49|

    ADMISSIONS

    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.

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    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