storytelling in practice: brand narratives and archetypes
TRANSCRIPT
Storytelling In PracticeBRAND NARRATIVES & ARCHETYPESBrand Psychology & Audience Engagement Doctoral Concentration
Fielding Graduate University
Dr. Pamela RutledgeFielding Graduate University
• @pamelarutledge
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What’s My Story? Faculty, Fielding
Lead 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 APA’s 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
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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
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Why buy a Coke?
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EXERCISE
WHAT DID YOU SEE?
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Brand Formation is Circular
Brand story
Customer story
Customer adapts &
owns brand story
THE SOURCE OF ALL BRANDS
1. BRANDS2. STORIES3. ARCHETYPES
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Is This A Story?
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No, it’s a picture Your brain can’t help itself. It starts to fill in all the missing pieces.
How do we know this picture isn’t a story all by itself?
Because your story isn’t 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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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
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rationalemotion
instinct
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95% 5%
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A Good Story
§ Purpose
§ Emotional Engagement
§ A Hero
§ Catalyst
§ Conflict
§ Transformation
§ Resolution
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YesYes
YesYes
YesYes
YesYes Yes
YesYes
YesNo
12 out of 13 Want Brands to Talk Story
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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.
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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)
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The main reason to tell stories:People don’t want more information
They want
Faith
1. BRANDS2. STORIES3. ARCHETYPES
Cognitive ShortcutsI’m 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
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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 life’s most difficult questions
• Icons are encapsulated myths
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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
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Carl Jung’s Archetypal Theory
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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
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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
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Archetypes in Culture
Anna Nicole Smith
Rags to Riches (Cinderella)
Gold Digger/How to Marry a Millionaire (Siren)
Live Fast/Die Young (Rebel)
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Archetypes Transcend Time & Place
NIKE: HERO
COKE: INNOCENCE
JOHN DEERE: EVERYMAN http://marketingland.com/is-john-deere-the-original-content-marketer-2-49138
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38|WILLIE NELSON: OUTLAW
39|INDIANA JONES: EXPLORER
40|TOMS SHOES: CARETAKER
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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
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12 Core Archetypes Applied to Brands
ACHIEVEMENT
STABILITY
INDEPENDENCE & FULFILLMENT
BELONGING & ENJOYMENT
Ruler
Outlaw
HeroMagician
Everyman
Lover
Jester
CaregiverCreator
Innocent
Sage
Explorer
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Archetypes Define Brand Dynamics
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Find Your Archetype •What is the image that comes to mind?
•Foundations of the brand•The values that drive the company•The brand personality•Single goal of the brand?•The personality of the brand?•What is the voice of the brand?•Eliminate all that don’t fit
•Select most similar
•Identify discrepancies and alignmentsEXERCISE
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Above All: Be True to the Story
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MEDIA PSYCHOLOGY PHDFielding Graduate University
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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
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ADMISSIONS
Admission CriteriaA bachelor’s or master’s 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 Recommendation
Curriculum Vitae
Statement 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, supplies, and books
For more information: http://www.fielding.edu/programs/psy/media/tuition.aspx
Financial Aid Information:
For more information, scholarship opportunities and information links: http://www.fielding.edu/financialAid
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TRANSFER CREDITS
Up to 20 transfer credits
Requirements
Courses must be master's or doctoral level from a regionally accredited college, university, or professional school.
Taken within the past five years.
Grades in the courses must be B or better
Procedure
At the time of admission, or during your first term, submit an application to transfer credits
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RESIDENCY8 days of face to face academic credit required during the program
Many opportunities for face-to-face and group program activities to meet requirements and expand your doctoral studies
Regional gatherings (clusters) of students and faculty
Once per quarter, either on the East Coast, West Coast or Mid West. National Sessions
National and Research Sessions
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HOW LONG DOES IT TAKE?
The Media Psychology PhD program is self directed, so completion time depends on you:MotivationOrganizationPlanningPrevious knowledgeTime available
The 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
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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:
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
work can be done asynchronously.
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.
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
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GRADUATION REQUIREMENTSTotal = 94 units
For more detailed curriculum information and course descriptions:
http://www.fielding.edu/programs/psy/media/curriculum.aspx
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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.
Administrative support in Santa Barbara:• Graduate Program Advisor
(GPA)• Program Manager• Program Director
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CONTACT INFORMATION
Dr. Jerri Lynn HoggMedia Psychology Program
Juliana HydanusMedia Psychology Admissions
805-898-4020
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