brand identity crisis
TRANSCRIPT
“The power brands of today have carefully developed a cohesive mythology. Brands in the modern world are
inseparable from the companies whose soul they manifest. Larry and Sergey at Stanford vowing not to be evil, Innocent’s
packaging and vans, Starbucks baristas/partners – these are all elements of the brand and the elements are all held together
by a philosophy that guides and gives coherence. The combination of narrative and values is myth.”
Faris Yakob
“Myths are inherently complex and polysemous; they can be
interpreted in a number of equally valid ways. They cannot be compressed into a single, particular essence but are rather the
sum total of interlinked elements
A myth can be translated, paraphrased, reduced, expanded and otherwise manipulated – without losing its basic shape or
structure”
Claude Lévi-Strauss - Anthropologist
“The story of the myth is distinct from its form… ….a collective perception in the minds of consumers.”
Faris Yakob
Be authentically awesome
“Emotion in general is what leads to transmission and awe is one of our strongest emotions” Dr Berger professor of Marketing at Wharton University of Pennsylvania
Embrace your ‘new power’
Stand for something more than you sell
Be a contributing member of society
Be on purpose, always
Use that to judge what you should do – align energetically
Do it
Then (and only then) talk about that
References • Paid Attention – Innovative Advertising for a Digital World, Faris Yakob • An Energetically Powerful Brand, Karley Cunningham • The Bhavagad Gita • The Advertising Effect, Adam Ferrier • Do/Purpose Why brands with purpose do better and matter more, David Hieatt • What New Power Looks Like, Jeremy Heimans • Contently.com • The Facebook Effect, David Kirkpatrick