October 24, 2023
Mental Models of Mass Communication
What is your mental model of how mass communication works, in the context of marketing?
If you have never consciously thought it through the default theory will more than likely be based on the mental model of the culture … Read the rest
October 24, 2023
Building an Effective Brand Strategy Without Using Persuasion
A vast empirical study unpicks conventional thinking
Of the ten thunders we are to explore, nine are from fields and disciplines outside marketing. This first thunder however, is a challenge from within. Byron Sharp’s How Brands Grow (OUP 2010) … Read the rest
October 24, 2023
Roman History – Branding the Republic
The formation of the Roman Republic is a great example of ‘the best advertising doesn’t try to persuade’. In the case of a culture this works through story and myth. Each culture has its compendium of foundational myths. They tell … Read the rest
October 24, 2023
The Eras of Brand
The Era of Branding – From USPs to Cultural Associations
In the Rebirth of Brand, we are using the idea of Thunder and Lightning to structure the Journey. Last week we explored the Byron Sharp’s thunder that “Advertising is … Read the rest
October 24, 2023
The use of Cultural Archetypes and Symbols in Branding
The iconic American agency Leo Burnett built on and added to the paradigm of red rhetoric. They too shared Kenneth Burke’s belief that the way we understand social reality is through the meaning we all attach to our environment. We … Read the rest
October 24, 2023
How Brands are Remembered – Orality and Memory
What is obvious is that a primarily oral culture does not have access to our main memory aid, the written word. Without writing memory becomes absolutely central. The Bardic storyteller must find a way to remember a vast cache of … Read the rest
October 24, 2023
5 Tips to Help Build Your Brand Strategy
Thunder 1 – After the Flood
The world’s myths and legends frequently mention a great flood, an event that washes everything away to allow for a new, fresh start without being held back and restricted by the old systems … Read the rest
October 24, 2023
Rebirth of Brand – A Call to Adventure
For over a century we have been exposed to thousands of commercial messages everyday.
While much of this material appears and disappears like so much flotsam and jetsam, a particular type of advertising message has stood out like a … Read the rest
October 24, 2023
6 Techniques From Oral Culture To Help Build Your Brand
To suggest that Classical Studies might have something to offer modern marketing strategies might at first seem far-fetched. Yet the idea that fifth-century Athens has something wonderful to offer has long had a hold on the Western imagination. After all, … Read the rest