Less Logos: The Shift from Brand Logos to Brand Stories

Posted by Owen Matson, Ph.D. on Apr 26, 2017 6:27:39 PM

Less Logos: The Shift from Brand Logos to Brand Stories

On June 12, 2005, Steve Jobs, the legendary boss of Apple computers, addressed the students of Stanford University: “I am honored to be with you at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I’ve ever gotten to a college graduation. Today I want to tell you three stories from my life. That’s it. No big deal. Just three stories.”

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Topics: Brand Identity, Brand Story, Brand Development, Brand Strategy

Why Brand Value Can Matter Most When it Doesn't Seem to Matter at All.

Posted by Owen Matson, Ph.D. on Apr 11, 2017 5:03:49 PM

Shakespeare's Juliet famously argues that names don't matter:  "What's in a name?  A rose by any other name would smell as sweet." In other words, calling a rose by any other name--whether a "dandelion" or "doughnut"--won't change the way the flower effects our sense of smell.  Juliet's line presents a classic take on the arbitrary character of names.  Names are nothing more than human inventions that refer to real things.  As such, names obviously don't change the reality of things themselves.  It's common sense.

Then again, what we call a "dollar bill" is more than a piece of paper. The Mona Lisa is much more than a bunch oil paint smeared on an old canvas.  While names are aribitrary, they are not trivial.  Things are things, but names and labels shape how we experience the meaning of these things. I don't know about roses, but a car by another name can be in fact feel much sweeter.  

So what's in a Brand?  A lot.

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Topics: Automated Sales, Brand, B2B Content, B2B Brand Writing, Brand Style Guide, Brand Identity, Brand Story, Brand Strategy, Automotive Industry

What Band is Your Brand?  Pop Icons Provide a Language for Brands.

Posted by Owen Matson, Ph.D. on Apr 7, 2017 3:28:54 PM

 

Brand Archetypes are nothing new.  That's the problem.  They need a refresh. 

Marketers have long used mythical archetypes to fashion brand stories.   Mythic archetypes appeal to the values of audiences by explaining how a brand enables participation in a heroic story.  For instance, in an article for the Content Marketing Institute, Bryan Rhoads explains that the archetypal “Overcoming the Monster” story line follows a prototypical “David vs. Goliath” structure that places customers as the quintessential “underdogs” in a fight against a “larger evil”: 

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Topics: B2B Brand Writing, Brand Voice, B2B Branding,, Brand Identity, Brand Archetypes, Brand Story, Brand Development

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