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 […]
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 […]
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.