BRAND THUNDERS

BRANDING IN HISTORY

HISTORY OF BRANDING

WELCOME TO BRAND THUNDERS

This is a “call to an adventure”. This call involves an immersion in the role that cultural myths and archetypes have played for millenia in shaping history, herstory and indeed the fate of Civilizations, Organisations, Nations, Communities and Tribes and last but not least…..Brands.

It will be informed by some hugely influential thinkers and writers in 10 diverse fields. These are the TEN THUNDERERS. Their fields being Classics, Literature, Psychology, Semiotics, Orality, Politics, Anthropology, Theology, History and Philosophy. But the real source of the learning and wisdom is the stories of what actually happened to these various entities. What caused them to rise and fall…. And, sometimes to rise again.

History of Branding

Having spent decades looking at Brand Advertising
History reels in the context of work on a large number of Global Brands you begin to spot certain things. When you look at thousands of advertising spots year after year, as we all do, you also, if you reflect on it, notice certain things.

One of the key things you notice is that amidst all the continuous noise, certain messages stand out like a beacon. You are moved, the hair might stand on end, the heart flutters or tear comes to the eye. These are the “Iconic Ads”, these are the ”Iconic Symbols”, these are “Iconic Stories”. And they, very Often become the “stuff” of cultural folklore. They Are remembered and they are ‘collectively sanctioned’
By the people as “the stuff of legend”.

It is our purpose here in BRAND THUNDERS to take you on a Journey through a selection of this Iconic Work but also to use the insights of the TEN THUNDERERS to explain how the cultural myths and archetypes are used to build Iconic Brands.

Our Clients

Branding in History

Iconic Advertising

Once someone becomes aware of how ICONIC ADVERTISING works using cultural myths and archetypes to tap in to deeply felt emotions, often fear and anger, it is natural to begin observing how the same approach is used by certain successful political and military leaders to acquire and to exercise power.

The Identification Model

This “stuff” works. It works because it is based on narratives that everyone in the culture knows. And Like all good stories it taps in to deeply felt emotions. And as we know from neuroscience “people feel before they think”. And the result is the “collective”feel deeply understood …. This story ‘gets me’, thisStoryteller ’gets me’ , they get my fear, my anger, my shame, my hates and they get my hopes and pride. It is called the IDENTIFICATION MODEL.

Myth Used and Abused

One of the fundamental purposes of BRAND THUNDERS is that this approach can be used and it can be abused. It is powerful because it works. (Plato knew that). And,Once a people become enchanted by a “Myth” and a by a charismatic teller….It can take all the ‘enchanted’ to some dark places that are invariably not in their own interests!