While brand owners may be credited with establishing certain aspects of the story, and members of the public can and should be credited with picking up the story, neither party actually invents the story. Instead, the story exists in the psychological Gestalt that is already present, even at the time prior to the establishment of the brand. This is a critical aspect to understand.

This one can be a mind-bender and I must admit that the subtlety of it eluded me for years, until I gained sufficient understanding in various seemingly esoteric topics like Jungian psychology as well as research and writings by practical philosophers like Canadian Marshall McLuhan and Noam Chomsky as well as a great understanding of human behavior and thought processes through hundreds of professional relationships.

Here is what you have to know. We are all ‘programmed’ with some pretty basic story-telling stuff from early one. We learn about the hero and our villain. We learn about the damsel and the knight. All of this information (and we each likely contain giga-quads of it by an early age) is actually pretty consistent from person to person and even across cultures.

When you talk about a Queen, I have an immediate understanding of a sort of personality, with differences from a Princess, for instance, in many notable ways. In actuality, however, there are a limited number of common stories we all understand, but those there are, are SO commonplace that everybody immediately understands your meaning. Catches your drift. Down with your jive. They get you.

So, with brands, it turns out the only stories that really work are these common ones. It makes sense, if you think about it, because brands really are pretty powerful and just about perform like magic, so it seems unlikely this is just because everybody working there is clever. No, it is something similar yet different. Everybody working there got luckily enough onto one of those core common stories and agreed on the direction and then everyone got hold of it and yay, they did not need to learn the story, just connect it with their version of this story they already had!

In simple terms, this is why brand loyalty exists. We are fond of our stories and so, subsequent harmonic brand associations are reassuring on quite a deep psychologic level.

Architectonics

The dynamic architecture that is architectonics first helped detect all seven of the fundamental brand types, described in The Matriarchy of Brands. Meanwhile, there is a seven-point outline of applying the architecture, that we call the Seven Secrets to Branding Anything:

7 Secrets to Branding Anything

1.     A brand is a story. Period.

2.     The story exists in minds of customers
not managers.

3.     You didn’t invent the story
& neither did your customers!

4.     Stick to the story.
“That’s my story, and I’m sticking to it.”

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