The Matriarchy of 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.

Brands Connect in 3D

The minute product development stops, signals the death knell of living brands. This is why product evolution is intrinsic in our change-focused culture. Therefore, instead of product consistency, brands must strive for experience consistency. Connect in the real-world to find out what your experience--and consistency, is really like.

15 Days of Secrets Signs & Symbols of Success. 15 Branding for Profit

Did you know that BRANDED companies in the S&P 500 earn 30% more than unbranded or commodity companies? This is true consistently. Branding is one of THE MOST EFFECTIVE WAYS to grow profits. Pictured above are a few of the brands we have worked with. 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.<

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

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. 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.<

15 Days of Secrets Signs & Symbols of Success. 13 Archetype VI: Palace, The ‘FOREVER’ Brand

The Palace Brand is a powerful type that can work for timeless name brands at all price levels. The key is that while, like all brands, Palace Brands must at some level innovate, while at another level they must never change. The loyalty that customers have to Palace Brands is at the level of ‘motherhood and apple pie’ meaning that change is really very aggravating to their sensibilities and any change may be cause for revolt. 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.<

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