Prague college may_2013

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Presentation on a couple of branding myths and how we use the narrative perspective in branding. Prague College, May 2013

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  • The 'WTF' art courtesy of Lumír Kajnar, God bless him and his entire family!
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Prague college may_2013

  1. 1. BRANDED Prague College, May 15, 2013 Tomáš Hrivnák www.hrivnak.cz
  2. 2. MYTH #1 Brands are conversations. MYTH #2 You can befriend a brand. MYTH #3 Branding is design.
  3. 3. #1  
  4. 4. #2  
  5. 5. #3  
  6. 6. FACT #1 Brands are metaphors. FACT #2 You can like a brand. FACT #3 Branding is meaning making.
  7. 7. 7  
  8. 8. …or is it?
  9. 9. 9  
  10. 10. 10  
  11. 11. NARRATIVE PERSPECTIVE
  12. 12. “Life is never made unbearable by circumstances, but only by lack of meaning and purpose.” ― Viktor E. Frankl
  13. 13. BELONGING INDIVIDUATION RISK/MASTERY STABILITY Hero" Outlaw" Magician Ruler" Caregiver" Creator Lover" Jester" Regular Guy/Gal Innocent" Explorer" Sage Mark/Pearson: The Hero and The Outlaw > THE GRID
  14. 14. 14 The Lover (To love & be loved)
  15. 15. 16 The Regular Guy/Gal (Be like everyone else)
  16. 16. 18 Bob&" Dave The Jester (To entertain/laugh & be entertained)
  17. 17. 20 The Hero (To prove yourself in a quest)
  18. 18. 22 The Outlaw (To disrupt order)
  19. 19. The Magician (To transform magicially) 24
  20. 20. The Innocent (To get back to the garden) 26
  21. 21. The Explorer (To be on the road & to seek) 28
  22. 22. The Sage (To acquire knowledge) 30
  23. 23. The Ruler (To bring structure/laws to the world) 32
  24. 24. The Caregiver (To care) 34
  25. 25. The Creator (To create) 36
  26. 26. Is your brand a story about a hero? About a journey? About bringing order to the world? Is it a love story?
  27. 27. Tomáš Hrivnák www.hrivnak.cz

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