15 Days of Secrets Signs & Symbols of Success. 14 Archetype VII: Theater, The ‘TOGETHER’ Brand

The excitement of the red carpet in the preparation of a live theatrical performance is not dissimilar to the attention to detail the Honda puts into engineering. One of dozens of famous quotes of Soichiro Honda is “Raise the sail with your stronger hand”, meaning that you must go after the opportunities in life that you are best equipped to do. The passion this implies, inviting as it does co-creation with others—that is theater branding.

Theater Brand At-A-Glance Notes
Theme song: Party Rock Anthem, LMFAO

  • Primary analysis: The Theater Brand trades on a promise of unity. Basically, these brands are the ‘how to’ brands of humanity.
  • The Theater Brand is gender neutral within a Matriarchy.
  • Color palettes: Red and White alone, OR Polychrome (any/all colors may be used, especially rainbow-style, i.e. Google).
  • Color analysis: The various colors of the Theater Brand refer to the distinctly different personalities united by the brand, each of which may co-exist without losing its uniqueness.
  • Color analysis: The Red refers to the feminine type—specifically to the blood of birth, while the White refers to the possibility surrounding it.
  • Fundamental dweller of the archetype: The Family / Theater Co.
  • Popular Global examples: 3M, eBay, Google, Honda

The theater brand is a relatively new brand type, which works well for companies that embrace new working paradigms. The concept comes from the example of a theater company where there are a variety of roles, which must be filled (writer, director, producer, stage designer, actors, and so on) and the prevailing modus is ‘the show must go on’. Theater companies often have an intimate family-like atmosphere and a flat level of decision-making rather than the traditional hierarchy. This, coupled with the theatrical idea of improvisation makes theater brands ideal for the new economy.

Leading examples of theater brands include Google and 3M (maker of numerous innovative products like Post-its and Scotch brand tape, to name two of thousands). Google is notorious for its extraordinary working environment, which includes play areas, free food and dozens of other workplace innovations. At 3M one of the most famous stories is how one of the secretaries in the 70s {check data} came up with a use for the repositionable adhesive that no one else saw an application for. The Post-it note was born.

The Theater brand is a relatively new archetype in branding. It emerged recently for reasons that business structure, until recently was not receptive to its format. The Theater Brand is the ‘how to’ brand that delivers with a community response. Now that the Theater Brand has emerged its polychrome nature is really coming out of the closet and beginning to sparkle. Theater brands thrive on big challenges and big ideas. Because of this they are often uniquely organized business entities.

Some of the newest and fastest-rising brands (for instance internet properties) are Theater Brands. Many of the most innovative, useful and even ubiquitous products come from Theater Brand environments. Theater Brands deliver on promises that cannot be easily created in small spaces and they sustain their extraordinary levels of innovation through group participation and input.

Creating success with a Theater Brand requires a commitment to cooperative working arrangements and a pluralistic view of success. After all, a successful Theatre cannot thrive forever on one production alone, no matter how popular. This may be why successful Theater Brands create cultures that are driven to invent, innovate and even change the way the world works.

Theater Brand strategies have a ‘the show must go on’ spirit and quality to them. There is frequently a moving element, or other entertainment-inspired or spectacular ornamentation to the strategy, which intends to inspire and delight and involve, ultimately inciting action. They are great at turning out tons of products:

How is Honda a Theater Brand? Soichiro Honda, who like Coco Chanel, has plugged personal DNA into the namesake brand; is quoted as saying, “If you hire only those people you understand, the company will never get people better than you are. Always remember that you often find outstanding people among those you don’t particularly like. Honda works internally like a Theater company, and externally with a singular face, more or less like Disney, keeping it down to a couple external brands to handle a huge range of well-engineered products from lawn mowers to outboard engines, on up.

Theater brands use group dynamics successfully levering people of diverse talents and abilities to contribute their best in a “let’s all put ourselves behind this idea” kind of way. It’s how Roy and Walt Disney made Disney, as well.


The dynamic architecture that is architectonics first helped detect all seven of the fundamental brand types, described in The Matriarchy of Brands.

The Matriarchy of Brands

Here, in a natural order for learning, are the seven members of the Matriarchy of Brands with their primary descriptive elements.

  1. The Reliable House Brand
  2. The Popular Tower Brand
  3. The Connection Bridge Brand
  4. The Choice Hotel Brand
  5. The Safe Castle Brand
  6. The Forever Palace Brand
  7. The Together Theater Brand

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The second edition of my Branding Manual, Signs & Symbols of Success, is now available! The ideal classroom compendium and lecture starting point reveals the startling matrix behind brands that work. This book levels the playing field by spelling out for the first time the previously unwritten, unbiased code of conduct for all successful global brands. Order YOUR Copy of this Indispensable Reference, including The Matriarchy of Brands, today!

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