Brands & American Mythology: Narrative Identity, Brand Identity & the American Self
Jim White presents “Brands & American Mythology: Narrative Identity, Brand Identity & the American Self” at the IIeX Global Insights Conference.
Brands
Brand Strategy: The Value of Human-Centered Brands
By Jim ChastainIt just happened again. Nestle has just bought Blue Bottle coffee. There will be Blue Bottle coffee drinkers who are crushed by this and there will be Blue Bottle coffee drinkers who don’t pay a lot of attention to it. Who knows what will happen with the Blue Bottle brand from here but […]
Brand Strategy & Narrative Identity: 5 Qualities that Great Brands and Great Characters Share
By Jim White & Jim ChastainWe use brands to tell ourselves stories about who we are. The brands that are most meaningful to us are those that play a role in our internal life stories, or what psychologists call our Narrative Identity.We’ve spent years listening to people tell stories about how brands fit into their […]
Consumer-Centric Marketing is Dead
By Jim WhiteI hear a lot of marketers these days say their companies are “consumer-centric.” I used to think this was a good thing. But I’ve changed my mind. Being consumer-centric is good. But it’s not good enough.To be a truly transformative brand — one that enjoys true loyalty, passionate advocacy and a premium price — […]
Market Research: Why Brands Should Stop Talking to Consumers and Start Listening to Humans
By Jim Chastain Let’s stop talking to consumers. I have and I don’t really plan to talk with them anymore. They haven’t done anything to make me upset. They haven’t purposely misled me. I just find them to be limiting and not representative of how they really make buying decisions. Sure they offer opinions. Yes […]
Consumer Research and Insights: The 90/10 Rule
Clients and agencies already know 90% of what’s reported to them from most focus groups and marketing research studies. At RealityCheck Consulting, we focus 90% of our efforts analyzing the 10% they don’t know. It’s the 10% that can lead to deeper consumer insights and bigger opportunities. Watch the video and let us know what […]
Brands & American Mythology: Narrative Identity, Brand Identity, and the Construction of the American Self
Over the last several months I’ve presented at a few major consumer research and insights conferences on the topic of Narrative Identity and how brands can play a role in our life stories.Here is a 15-minute video from the iiEX conference in Atlanta titled “Brands & American Mythology: Narrative Identity, Brand Identity, and the Construction […]
Why the Trump Brand Will Win in November
As someone who has been working on brands for 20 years, I think Donald Trump will win the presidency in November. Why? He’s built a better brand than Hillary Clinton. Love him or hate him, brand marketers can learn a lot from Trump’s campaign. Here are 4 important lessons. The Trump brand has created a […]
Belief Systems and Brands: Congratulations, You’re an Individual. Now What?
I’ve just read a piece in the New York Times framed around the premise that the Individual has prevailed over the Corporation when it comes to office dress code. While this may seem mundane and common knowledge, I think it’s an interesting marker of where we are on the journey of individualizing our world. The […]
Narrative Identity: Does Your Brand Play a Role in Your Consumers’ Life Story?
If they a made a movie about your consumer, what role would your brand play? Hero? Trusted sidekick? Mentor? Villain? Would your brand even have a speaking part? Or would it be an extra? You know, “Man in crowd #3 played by your brand”. We all have life stories that we create and tell ourselves […]
