It’s not enough to say the right words.
If you don’t believe in what you are up to, you’re sunk.
While a story may (by its very nature) be fiction; it is required, nay, imperative, that those behind the brand believe whole-heartedly in the story, anyway!
Just as it is anathema to change stories, it would be disingenuous to not believe in the story. This requires patience and understanding for founders, for others who are recruited into the brand may not at first understand or believe.
If you need an example, look no farther than Disneyland, the magic mountain of success in theme parks. While if you dig, or have worked for the theatrical behemoth you will easily know many of the secrets behind the workings of these theme parks—to everyone involved it is a real place, a real land, where all of these cartoon stories delight and come to life.
There may be characters in costumes, there might be hydraulic trickery in rides, there may be hidden roads and tunnels for behind-the-scenes-magic, yet for all intents and purposes, Disney never breaks form with the camera: you.
The blending of fact and fiction this requires in execution is no mean feat, especially in something as large and complex as a Disneyland, but this is exactly the feat that Disney out to do—and did, successfully.
By never deviating from the storyline of the Magic Kingdom, Disney has won converts in the millions while turning an enviable profit range and record, unparalleled in theme parks. Even calling Disneyland a theme park (which it is) seems paltry compared to the promise exuded by the sparkle and reputation the Magic Kingdom, relative to imitators, or ‘competition’.
The truth is that Disney’s belief in its story has made its theme parks and its movie empire (to name but two aspects) virtually unassailable to competition.
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
Stick to the story.
“That’s my story, and I’m sticking to it.”
5. Believe in the story.
6. The stories are just fairy tales (true lies).
There are only seven key stories,
your job is to identify one and fine-tune it.
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