Fractal Frameworks
• Fractal
– Self-similar structures at every level of a system
– Fractal is different from hierarchical...
Is the strategy reflected
in the brand experience,
sensory engagement,
appropriate advertising,
store design and
locations...
Resource-based view,
strategic positioning,
transaction cost
Brand extensibility and evolution
Relationship marketing,
per...
What are the
basic needs
How people feel about their needs
What are the needs for
ideas and information
What are the core
...
Extensibility, API, REST, Gdata,
patterns, methods, frameworks
Standards-compliance,
high performance,
languages, protocol...
Create new
resources and
new knowledge
based on
needs and
discovery
Coordinate needed resources for given skills
Curate re...
Create new
resources and
new knowledge
based on
needs and
discovery
Coordinate needed resources for given skills
Curate re...
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McNeill 2007 Fractal Frameworks

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Fractal Frameworks for Marketing, Branding, Innovation, etc.

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McNeill 2007 Fractal Frameworks

  1. 1. Fractal Frameworks • Fractal – Self-similar structures at every level of a system – Fractal is different from hierarchical or subsystems • Fractal Organizations – Opposite of multi-level marketing/network marketing • Fractal Marketing – Authenticity is self-same by definition – Authentic brands and engaging advertisement must remain on- message and exhibit the same structures • Use of the fractal frameworks – Tool for analysis of strategies of organizations and their offerings – Not all organizations could or should be fractal
  2. 2. Is the strategy reflected in the brand experience, sensory engagement, appropriate advertising, store design and locations? Is the strategy represented consistently and is it well- understood? Is the unique and differentiated brand personality represented by the choices made in brand experience, sensory engagement, appropriate advertising, store design and locations? Brand experience, sensory engagement, appropriate advertising, store design and locations Are demographics, psychographics, culture codes, and expectations adequately and appropriately reflected in the brand experience, sensory engagement, appropriate advertising, store design and locations? Brand Brand-Customers Customers Brand-Customers Strategy Brand-Customers Fractal Framework for Marketing - Mcneill (2007) Brand-Customers Copyright © Jeff McNeill, 2007. This work licensed under a Creative Commons Attribution-Share Alike 3.0 License. Updated 2007-12-02 Brand-Customers component magnification
  3. 3. Resource-based view, strategic positioning, transaction cost Brand extensibility and evolution Relationship marketing, permission marketing, customer acquisition strategy, market share Unique brand personality Brand experience, sensory engagement, appropriate advertising, store design and locations Demographics, psychographics, culture codes, expectations User-driven brands, open-source, feedback, crowdsourcing Brand-Brand Brand-Customers Customers-Brand Customers-Customers Brand-Strategy Strategy-Brand Customers-Strategy Strategy-Strategy Strategy-Customers Brand Customers Strategy Fractal Framework for Marketing - Mcneill (2007) Brand-based communities, word-of-mouth, buzz marketing Marketing Value proposition, strategy canvas, strategic brand features Copyright © Jeff McNeill, 2007. This work licensed under a Creative Commons Attribution-Share Alike 3.0 License. Updated 2007-12-02
  4. 4. What are the basic needs How people feel about their needs What are the needs for ideas and information What are the core feelings and how people feel about their feelings How people feel about their ideas What and how people think, and what people think about their ideas How do people think about their needs Emotions-Emotions Emotions-Ideas Ideas-Emotions Ideas-Ideas Emotions-Needs Needs-Emotions Ideas-Needs Needs-Needs Needs-Ideas Emotions Ideas Needs Fractal Framework for the Triune Brain - Mcneill (2007) How people think about their emotions Whole Person Marketing What are the emotional needs Copyright © Jeff McNeill, 2007. This work licensed under a Creative Commons Attribution-Share Alike 3.0 License. Updated 2007-12-02
  5. 5. Extensibility, API, REST, Gdata, patterns, methods, frameworks Standards-compliance, high performance, languages, protocols, HTTP, HTML, XML Data models and formats, transactions, syndication, data-in-use Design insight, modern idioms Usability, user experience, intuitability, adaptability Needs-based requirements, solving latent or manifest needs of importance Data access, portability, security, findability, availability Design-Design Design-Needs Needs-Design Needs-Needs Design-Data Data-Design Needs-Data Data-Data Data-Needs Interface Design User Needs Data Model Fractal Framework for Web Design - Mcneill (2007) Accessibility, compatibility, learning curve Web Design RSS Updated 2007-12-02 Copyright © Jeff McNeill, 2007. This work licensed under a Creative Commons Attribution-Share Alike 3.0 License. Requires empirical analysis Microformats Information architecture, plug-ins, skins
  6. 6. Create new resources and new knowledge based on needs and discovery Coordinate needed resources for given skills Curate resources in appropriate ways for learning and transfer Challenge students to develop skills needed in changing environments; develop adaptive capabilities Communicate and network, developing the core habits of ethics and logic in thinking, speaking, reading, writing Cultivate students to become full participants in society and colleagues in education Collaborate with students and colleagues to maintain skills; engage in assigned activities Skills-Skills Students-Skills Skills-Students Students-Students Resources-Skills Skills-Resources Resources-Students Resources-Resources Students-Resources Skills Students Resources Fractal Framework for Education - McNeill (2007) Coach individual needs, talents and skills Education Critique and receive criticism in evaluating resources and activities to ensure quality Copyright © Jeff McNeill, 2007. This work licensed under a Creative Commons Attribution-Share Alike 3.0 License. Updated 2007-12-28 Critical thinking skills Lectures, lesson plans Information sharing
  7. 7. Create new resources and new knowledge based on needs and discovery Coordinate needed resources for given skills Curate resources in appropriate ways for learning and transfer Challenge students to develop skills needed in changing environments; develop adaptive capabilities Communicate and network, developing the core habits of ethics and logic in thinking, speaking, reading, writing Cultivate students to become full participants in society and colleagues in education Collaborate with students and colleagues to maintain skills; engage in assigned activities Skills-Skills Students-Skills Skills-Students Students-Students Resources-Skills Skills-Resources Resources-Students Resources-Resources Students-Resources Skills Students Resources Fractal Framework for Education - McNeill (2007) Coach individual needs, talents and skills Education Critique and receive criticism in evaluating resources and activities to ensure quality Copyright © Jeff McNeill, 2007. This work licensed under a Creative Commons Attribution-Share Alike 3.0 License. Updated 2007-12-28 Critical thinking skills Lectures, lesson plans Information sharing

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