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The Ripening of the Olive: A New Metaphor/Story for Responsible Capitalism

The Ripening of the Olive: A New Metaphor/Story for Responsible Capitalism | Just Story It | Scoop.it
From www.juststoryit.com - May 31, 2012 11:31 AM

Metaphors, or vivid mind-pictures, carry meaning effortlessly and powerfully. As Johnson points out, a metaphor is embodied cognition. They are deeply imbedded in our thinking. They help us to make sense of, get closer to what may not be immediately understandable. A metaphor is no mere ornament of language. We live by metaphors.


Here's what I really like about this guest post by Graham Williams of Halo and Noose on the Just Story It blog: it's all about the power of metaphor to shape our world.


By writing this article Graham is doing a few things for us:

  1. He's suggesting a new metaphor to use in business that creates triple wins for the organization;
  2. He's showing us how shifting our business metaphors can directly benefit the bottom line.


There are a number of insights here and I hope it gets you thinking about using diffent kinds of metaphors more directly in your business!


This review was written by Karen Dietz for her Just Story It Scoops at www.scoop.it/t/just-story-it 

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What does your brand stand for? [infographic]

What does your brand stand for? [infographic] | Just Story It | Scoop.it
From www.storyati.com - October 2, 2012 9:09 AM
A brand is like the lead character of its own story.  And like any story character, brands  have values and beliefs that become associated with them through their actions.  The challenge for marketers is to characterize their brands first before...


Here's a terrific infographic from colleague Jim Signorelli that will help you create a persona for your business. Once you have a persona, it becomes much easier to target your storytelling and marketing/branding efforts. And connect more forcefully with customers.


There are 2 ways of finding your persona:

  1. Examine all of your stories and determine their common characteristics. Then look at Jim's infographic to refine and finalize those qualities. Create your persona based on your discoveries.
  2. Examine this infographic to determine which character/characters you think you/your business embodies most. Check it against your stories. Build your persona from there.

What is a persona? It is a descriptive profile of a typical customer that includes a character type/archetype, demographic info, and as much flesh and bones information you can collect to create a bit of a story about this customer -- their likes, dislikes, challenges, etc.


Thanks Jim for putting together this very helpful infographic.


And if you want to dig into this topic more -- and get even smarter about using archetypes for marketing/branding -- read The Hero and The Outlaw; Building Extraordinary Brands Through the Power of Archetypes by M. Mark & C. Pearson. It's one of my bibles :)


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

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Apple, Victoria's Secret And IKEA All Fall Into The Same Brand Archetype

Apple, Victoria's Secret And IKEA All Fall Into The Same Brand Archetype | Just Story It | Scoop.it
From www.businessinsider.com - May 22, 2012 10:08 AM
What do the Apple, Victoria's Secret and IKEA brands have in common? They're all from the same archetype.

 

The brand are "Creators," according to a case study from marketing firm Added Value.

 

It's all about how consumers are able to use the brands to create their own identities. Creator brands allow people to "tap into their potential and re-invent themselves — their minds, personalities, environments, bodies, ambitions, and dreams," according to the report.


OK -- I curated this piece because it show how specific archetypes are reflected in organizations. It is a very brief article and starts to get us thinking about how this information can be used in marketing, branding, and advertising. But make sure to click through to Added Value http://www.added-value.com/culturaltraction/index.html and poke around their site for more info, case studies, and their tool.


But here is what I find disturbing about this short post and the Added Value website -- nowhere does anyone mention that these archetypes originally came from Carol Pearson's and Margaret Mark's book The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001) http://www.amazon.com/The-Hero-Outlaw-Extraordinary-Archetypes/dp/0071364153/ref=sr_1_1?s=books&ie=UTF8&qid=1337476690&sr=1-1 


Enjoy poking around the websites, but go read the book!! It contains a wealth of fabulous information and how-to tips you can use immediately for articulating your brand and targeting your communications (I'm not affiliated in any way with the authors).


Via Gregg Morris
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