Comments for Emotional Drivers Steer The Fate Of Brands

Comment on How Brands Can Counter Consumer Uncertainty by Jerome Conlon

Jerome Conlon — Fri, 15 Nov 2024 17:10:07 +0000

Hi Robert:

Nice job here. I’ve written about these things in the past and agree with your considered thoughts on this subject.

What has muddied the media waters lately is “identities” projected on fear based beliefs. Identity politics, identity medicine (believe the science), identity issues (climate change), etc.
It doesn’t help that most people have been falsely informed, educated and manipulated … resulting in a false sense of identity.

You lightly touch upon soul. A soulful person see’s through the fog of false propositions, beliefs and fears. Christ mentions the phrase “be not afraid” 14 times in the Gospels? Why? He was bringing a soulful understanding and presence into this world. Soulfulness in this sense is highly self-aware, conscious, loving, empathic and merciful. These are qualities of consciousness that most Corporations don’t display. That is why there is so little “Soul”. Sometimes soul is defined as hip and cool in a musical sense, but it’s far more than that. Certainly the right kind of music can project soulfulness, as can the spirit of radiance being sensed in any work of art.

Soulful energy in humans brings a sense of satisfying fullness to relationships, authentic friendship, meaningful conversations or actions. It is NOT fear based. It is LOVE sourced.

Until all the Corporate Frankensteins lumbering over the landscape actually become self aware and conscious of these things, deception in advertising and identities will prevail. The great banana skin almost everyone slips on in tge advertising world is “not good enough”. You can be if only you buy this product. This is an example of “false identity” at work.

In any event, you are on the right track. I encourage you to continue to explore and develop this vein. Rift on the seam. Something rich is behind it.

Comment on Building Brands For Now From Then by Paul McCabe

Paul McCabe — Wed, 13 Sep 2023 20:35:37 +0000

Just fantastic. Spot on.

Comment on Brand Advantage: Become Your Own Archetype by Patrick Hanlon

Patrick Hanlon — Sun, 30 Jul 2023 18:19:50 +0000

Sorry for the confusion. While it may be a stretch to propose that communications based on quarterly sales might also have the ability to last a few thousand years into the future, I wonder “Why not?” The short-term objective, though, is to build your narrative in a form that seems to be everlasting. “Primal branding” and Jungian archetypes are knit from the same cloth (Merino wool, if you like), so start there. The objective is not to mimic archetypes by rote, but to foster curiosity and originality around your own enterprise. By using these tools to create our own stories, we attract others and conjure passion and advocacy. Create your own mythology, your own heroes. In sum, don’t be like anything else. It pays to be weird.

Comment on Brand Advantage: Become Your Own Archetype by Paul McCabe

Paul McCabe — Wed, 26 Jul 2023 16:02:03 +0000

I am not sure I understand the message here. The lead in suggests that a goal for brands is to Become Your Own Archetype, suggesting, I think, that there is something greater to reach for than the archetypes Jung has described. However, the piece seems to conclude by suggesting that brands should embrace these primal archetypes, as doing so will lead to a tribe of consumers that experience the “warm bath of affirmation, trust, vision, belonging and kinship.”.

Is this article proposing a progression, where brands first either target (startup) or identify (mature) their Jungian archetype, then move beyond this to become something unique? If the goal is the latter, would this somehow be better than experiencing the benefits of living within a well-defined and proven archetype?

Comment on Brand Strategy For Startups by Mike Hallaron

Mike Hallaron — Wed, 19 Jul 2023 16:21:48 +0000

Derrick, your point about locating the “Why” in your brand strategy is spot on. Understanding the difference or the big idea, the value prop, the USP, etc. They are all the same thing. This is critical before any marketing begins, even before your naming, visual design and logo work gets underway. Understanding that idea is really important for a startup.

When asked to define branding now, I often use Bill Schley’s definition. It’s simple and to the point: A brand is an idea attached to a name. If startups do it right, people will remember that one, clear idea you’re bringing to customers. Then marketing can flow from that all-important differentiator.

Really enjoyed this one, Derrick. Saving it!