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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
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
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
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
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
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
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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McNeill 2007 Fractal Frameworks

  • 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. 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. 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. 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. 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. 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. 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