In a recent blog post, I wrote about the concept of Narrative Identity and what it means for brands. (You can read that blog post here.) In short, Narrative Identity is the life story we tell ourselves to give our lives a sense of coherence and purpose. We are all creators of our own myths […]
It’s been well-established that much of human decision making is quick, nonconscious and driven by emotion.
Influential books like Malcolm Gladwell’s “Blink” and Daniel Kahneman’s “Thinking Fast and Slow” have popularized this understanding of how humans think.
For consumer insights folks, researching this process is challenging. Some methods attempt to tap what Kahneman calls the “System 1 mode of thinking,” but it is questionable whether these methods actually measure nonconscious processes. And what’s more, these methods fall short of providing the kind of rich, human insights that inspire brand teams.
If you work in Consumer Insights, you probably hear the word human a lot these days. Everybody seems to be talking about human insights. Whether this trend is driven by a backlash to the sterile, uninspiring nature of big data or a desire to get team members to connect more directly with consumers, we think […]
Iconic brands are often in decline for an easily overlooked reason…they have lost their contextual meaning because people have changed but the brand has not changed with them. People have evolved their story but the brand continues to tell its story in the same way with the same message and/or the same voice it […]
Have you seen this commercial? The first time I saw this commercial, I hated it. It was 6 am on a weekday. I had just turned on the morning news and was fumbling with my Keurig when it came on. I found it loud and obnoxious that early in the morning. I said to myself, […]
Jim White presents “Brands & Narrative Identity: A New Way to Think About Brand Strategy” at the 2017 IIeX Global Insights Conference.
Jim White presents “Brands & American Mythology: Narrative Identity, Brand Identity & the American Self” at the IIeX Global Insights Conference.
By Jim White & Jim Chastain We 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 […]
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 […]