PopAnthropology is a blog devoted to the business of culture creation. Today’s most innovative brands realize it’s their job to tell a story that becomes part of the larger culture. The most sustainable brands of the future are wholeheartedly in the business of making meaning - that is they understand the deeper role and function that they play in the lives of people.
Don’t think you have a brand story? Just listen to the stories that your constituents, customers, and staff tell about you. Therein lies the brand story. These perceptions and experiences contribute to the living narrative of your brand. And the role of brands in our lives increasingly shape our society, expectations, and creative expression. Welcome to PopAnthropology.
Entries from June 1, 2008 - July 1, 2008
The Collective Psyche of Brand Storytelling
Noah Brier deserves major street cred for his latest project Brand Tags. This cool little website collects individual word associations related to global brands. Anyone can co to the website, and input one word or a phrase that captures your personal brand impressions of Apple, Google, Pepsi, Red Cross, and dozens more. Its a fascinating branding exercise, reminiscent of a Brand-driven Rorschach Test. Just imagine what we might learn as the database of tags grows…currently 1.1 million impressions and counting. Results are even displayed in cloud view!
Now, if you’re in the brand business (or even just a student of the topic ), I hope you know of Kevin Roberts’ work — Lovemarks, and his even better sequel, the Lovemarks Effect. But have you spent any time on the complimentary web site called lovemarks.com? Launched several years ago, the lovemarks website invites anyone to nominate a brand as a lovemark - but it gets interesting: you are asked to tell a story explaining why this brand plays such a cherished or important role in your life. The thousands of anecdotes shared to date are quite personal and profound, and speak volumes about the role of brands in our modern lives.
Both websites serve as wonderful examples and learning platforms for Brand Storytelling and its psycho-emotional depths.
Michael Margolis
in Brand Storytelling
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Peace is
This being the 60th anniversary of the United Nations, the UN recently produced a 60-second public service announcement to help communicate the value of its work. Narrated by George Clooney, this short video moves beyond traditional clichés, and really captures the Brand Story and relevance of the United Nations…considering they had 60 seconds and all.
I’m equally struck by the UN’s 60th anniversary logo (see image to the left) - what a great way to reinforce the iconic nature of the blue helmet as a symbol of peace!
The 60-second video is called “Peace is Hard” and is worth a look on Youtube!