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Similar to Here are some ideas for how to draw on folklore to create brand identity and meaning for your assignment:- Develop an origin story or founding myth for your brand that draws on classic folklore tropes like a quest, hero's journey, rags to riches story, etc. This can help establish the brand's values and purpose.- Incorporate archetypal characters into your brand story like a mentor, shapeshifter, trickster, wise elder, etc. These stock characters are familiar across cultures. - Use traditional folklore genres and forms like myths, legends, fairy tales, fables as inspiration for how to tell your brand's story. The familiar structures will make it easy for audiences to follow
Similar to Here are some ideas for how to draw on folklore to create brand identity and meaning for your assignment:- Develop an origin story or founding myth for your brand that draws on classic folklore tropes like a quest, hero's journey, rags to riches story, etc. This can help establish the brand's values and purpose.- Incorporate archetypal characters into your brand story like a mentor, shapeshifter, trickster, wise elder, etc. These stock characters are familiar across cultures. - Use traditional folklore genres and forms like myths, legends, fairy tales, fables as inspiration for how to tell your brand's story. The familiar structures will make it easy for audiences to follow (20)
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Here are some ideas for how to draw on folklore to create brand identity and meaning for your assignment:- Develop an origin story or founding myth for your brand that draws on classic folklore tropes like a quest, hero's journey, rags to riches story, etc. This can help establish the brand's values and purpose.- Incorporate archetypal characters into your brand story like a mentor, shapeshifter, trickster, wise elder, etc. These stock characters are familiar across cultures. - Use traditional folklore genres and forms like myths, legends, fairy tales, fables as inspiration for how to tell your brand's story. The familiar structures will make it easy for audiences to follow
- 1. F O L K L O R E & B R A N D
- 2. THE PLAN 1. Hello! 2. Folklore: Definition 3. Why do we tell stories? 4. Folkloric forms 5. Anxieties & Fears 6. The Power of Folklore for Brands 7. Global brands, Local markets 8. How to create universal appeal through storytelling.
- 3. Folklore is the traditional beliefs, customs, and stories of a community, passed through the generations by word of mouth. FOLKLORE: DEFINITION
- 4. Storytelling is what differentiates the human condition from the animal kingdom. It is an impulse, emotional trigger and how we make sense of the world. We are 'homofictous'. Ref: Jonathan Gottschall (2012), The Storytelling Animal: How Stories Making us Human HOMOFICTOUS
- 5. WHY DO WE TELL STORIES? To remember To forget To simplify Escape Reason/argue Teach Emote feelings Inspire/Encourage Caution Strike fear Engender trust Honour Prove something Elicit identification Compel Entertain Speculate Create empathy laugh take action This is why storytelling is THE MOST powerful tool we have as marketers.
- 6. Myth Legend Fairytales Animal fables Cautionary tales Ghost stories Jokes Riddles Folk Songs/Ballads Folk Dance Folk art TRADITIONAL FOLKLORIC FORMS Text placeholder
- 7. CONTEMPORARY FOLKLORE Urban legends Fake News Danger stories Family stories Consumer horror stories Traditional folklore The Common Denominator? FORMS What's different? Sharing stories and culture has taken on a digital dimension, not just oral. These fictionalised tales are intrinsically shareable and repeatable. Understanding why is to understand the cultural mores of particular sets of people. T
- 8. FEAR & ANXIETY Parenthood Folklore stirs anxiety over dangers to children -the outside -Predators - Poisoning - Corruption How often is the theme 'protect your family/little ones deployed across advertising? What consumer products does it benefit? Robin Croft (2006), Folklore, Families and Fear: Exploring the influence of the oral tradition on Consumer Decision-making, Journal of Marketing Management, vol. 22.
- 9. FEAR & ANXIETY What other fear and anxieties are tapped into by modern folktales? - Dating horror stories -Consumer experiences - Health drama - Travel disasters - Contamination - What else? How can folklore work against brands? How might brands tap into these tropes to effect consumer decision-making?
- 10. THE ROLE OF FOLKLORE FOR BRANDS Global & Local brands will typically have founding stories and a host of company folklore that is sometimes recorded and often exists as myth/legend as details being skewed over time. Corporate folklore around key discoveries, legendary behaviour of founders, early mistakes and secret ingredients can be very powerful for brands, global and local. Company folklore infuses with the brand values and can be effectively translated into 'brand experiences'.
- 11. CASE STUDY: DISNEY - FOLKLORE & BRAND VALUES
- 12. CASE STUDY: SIGNIFICANT OBJECTS A quasi-anthropological experiment whose hypothesis was: “Narrative transforms insignificant objects into significant ones.” The experiment’s parameters were as follows: 1. Purchase insignificant thrift store items, typically $1.25 each. 2. Have a talented writer compose a story to accompany the item, thereby making it significant. 3. Auction on eBay, being open about the fiction. Result: They sold $128.74 worth of thrift- store junk for $3,612.51. The experiment took place in 2009-. http://significantobjects.com/
- 13. GLOBALISATION AND BRAND Marshall McLuhan (1960) described how electric technology was contracting the globe into a 'global village' because of the instantaneous movement of information from every quarter to every point at the same time Globalisation debates about a homogenous global culture have been raging for decades. However,, this single culture has not emerged. Globalisation simultaneously brings people closer together and sets them apart. Indeed, the internet allows for niche cultural consumption to take place, allowing diasporic communities to thrive despite being apart from their home culture. Likewise, it creates new niche groupings e.g. fan communities. Wha does this mean for brands? -Global brands must be willing to think Glocally when trying to appeal in different markets - Brands can use their distinct culltural identity to distinguish them in the global market - Local brands must be willing to think about Global culture
- 14. GLOBAL BRANDS, LOCAL MARKETS Folklore can provide a critical access point to help global brands translate and connect in local markets. Folklore has been adapted to suit nuanced aspects of culture and society e.g. Cinderella's shoe. Global brands can do this too. The formula is UNIVERSAL APPEAL + a KEEN UNDERSTANDING OF LOCAL CULTURE. Global brands must achieve universal appeal with a campaign in order to keep the global brand identity consistent. However, the nuances of how this is communicated through advertising storytelling and branded content can be tweaked to align the brand values with a particular cultural values, such as national identity. Example: Unilever's 'Dirt is Good' campaign executed differently in different countries based on cultural codes relating to hygiene.
- 15. GLOBAL BRANDS, LOCAL MARKETS Folklore can also present a challenge to global brands looking to connect in local markets. If adequate local research is not carried out then brands are in danger of using cultural reference points that do not have meaning for the local culture, or worse still using tones/voice/colours/styles that are offensive to a local culture. For example, brands seeking to connect with Chinese populations should be mindful that irreverent or disrespectful content is not approved of.
- 16. TRADING ON DIFFERENCE T We've seen global brands packaged for the local. What about brands packaged as 'local' for the global?
- 17. LOCAL BRANDS The same close attention to market research is required for positioning local brands. 'Pure' local no longer exists. So, what cultural codes and folklore are shared across the market? What nuances can be identified? The formula can be much the same: UNIVERSAL APPEAL is still relevant for small, local or national campaigns. + Specific cultural identifiers can b used to align brand values with the values of local audiences.
- 18. UNIVERSAL APPEAL How can brands achieve Universal Appeal? Marketers can draw on academic work in film literary and storytelling theory to understand what themes and story-sets are universally accessible In literature, an archetype is a typical character, an action, or a situation that seems to represent universal patterns of human nature. - Childhood - Parenthood - Grief - Joy - the Bully - the Friendly Beast -the Mentor - Jealousy - Love triangle - Rebellion Archetypes The 7 Basic Plots - Overcoming the Monster. - Rags to Riches. - The Quest. - Voyage and Return. - Comedy. - Tragedy. - Rebirth. Ref: Christopher Booker (2004) The Seven Basic Plots: Why we tell stories Further reading: Joseph Campbell (1949), The hero with a thousand faces
- 19. How can you draw on folklore to create brand identity and meaning for your assignment?