There are only seven stories!? You have got to be kidding me, mister. There are dozens of stores. True that, however, with respect to a book on professional branding there are only seven stories.
Why is that? You will see that each of the seven stories gains significance when viewed from a certain perspective. You may also see that these points-of-view are logical outcomes from being human and therefore the number of them is constant.
I know there are far more than seven stories in life. Here though, we are examining what we know works in brands and specifically what stories are exhibited by successful brands.
The fact that there is an infinite number of story variations is quite beside the point: the total number of fundamental stories exhibited by successful brands is just seven. This means that all successful brands fundamentally employ just one of seven archetypal behaviors in their design.
Does this mean that brand progenitors say at Coke or Pepsi sat down one day and said, ‘hmm, I wonder which one of these types of behaviors we will model our brand on? Let’s use number three!’ No, but what it does mean is that through circumstance, luck or wit every one of the globe’s top brands has hit on a successful formula, and uses it pretty much to the exclusion of all other strategies (until, or unless, they fail).
Understand there are hundreds of thousands of brands attempted in startup every year and very, very few ever succeed to the level of regional let alone national or global significance. The ones which do, do so for reasons that might be directly traced to their use (whether unwitting or deliberate) of the seven stories contained in the following sections.
As you will see, even with just seven stories in use, there is plenty of room for variety: having a set of guidelines in fact streamlines and improve development of brand criteria, providing for finer overall detailing and more specific offers, copy and product development.
The essential quality, however, is to grasp your brand ‘note’ and become resonant with that note throughout your brand.
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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