Archive for category positioning
Manifesto
Posted by Peter in branding, leadership, positioning on June 2, 2011
Everyone should have one. Explain your concept and how it works. Share your worldview, and what you believe in.
Manifesto
Care and Dare
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Art
Paradox
Metaphor
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Concept
Rehearsal
Performance
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Listening
Learning
Stretching
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Authenticity
Passion
Humor
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Look for beauty…create it if you can
The big hard questions are found in art and the answers to most questions are found in nature.
Create contrast or the clash of opposites–go to extremes and see what happens
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Don’t be too literal or logical…the facts and truth of it aren’t necessarily the same
Keep the facts change the context
Invite objective and creative outsiders look to at it and give you fresh insight
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A Leader uses Story as Strategy and uses Design to tell the Story
Don’t be too attached to “strategy”
Strategy and logic are over-rated
There is no one right way…keep finding what works
Look for patterns
Find the fringe
Find a place where failure is encouraged. In theater we call it rehearsal
Exploit the forces of change
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Give big and take small
Buy low and sell high
Baltimore Branding Workshop
Posted by Peter in branding, leadership, positioning, storytelling on May 16, 2011
Back by Popular Demand — The Creative Alliance presents
The Power of Stories: A Crash Course in Branding
Baltimore, MD—June 4, 2011—Peter Davis, brand strategy consultant with Better Brand Story, returns to Creative Alliance to deliver a third crash course in branding workshop.
WHEN:
Saturday, June 4
1pm – 4pm
WHERE:
Creative Alliance At The Patterson (3134 Eastern Avenue)
FEE:
Advanced registration $100, $85 members. Walk-in $115, $100 members.
TO REGISTER:
Call 410-276-1651 or visit
http://www.creativealliance.org/events/eventItem2571.html
The class is hands-on and limited to ten people who each get personalized attention elevating their personal or organizational story.
Testimonials from the last branding workshop include: “transformative,” “I’ve been thinking about it ever since,” and “in the 6 years I’ve been attending workshops at CA this was by far the BEST experience out of all.”
This workshop is designed to help you understand what branding is and what a high-performing brand can do for you. In this workshop you will:
- Identify what is interesting about your story to the people you do business with
- Learn how to tell a more compelling story about what you do and why it matters
Leave with a killer workbook and a head buzzing with actionable ideas.
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Archetypes
Posted by Peter in Archetypes, branding, positioning, storytelling on March 9, 2011
What system do you use to manage the meaning of your brand through good times and bad?
What archetype is most like your brand and how can you harness the power of that eternal and universal truth to deliver your brand promise to the front line in tact and with impact?
The best system for the management of meaning is the first system–mythology.
Mythology is the most powerful form of storytelling. All societies use mythology and archetypes to deliver meaning. Archetypes are forms or images of a collective nature which occur all over the world. An archetypal brand identity speaks directly to the deep psychic imprint within the consumer, sparking a sense of recognition and of meaning. The unconscious power of an archetype is immense. If the archetype is a conscious system of categorization, then you must be in the correct category or you will lose to the competitor with the better story
The excellent book, The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes by Margaret Mark & Carol S. Pearson outlines 12 archetypes that are applicable to brand building and how to leverage the one that is most like your brand. Buy it. I’ll help land on your brand archetype and teach you how to anchor your communications strategy with it.
Your customers/clients/audience own your brand
Posted by Peter in branding, positioning, risk, storytelling on February 21, 2011
Open Road
Stories connect author, actor and audience. They also connect business stakeholders, workers and customers.
Harnessing the power of stories is the most effective way to answer the questions: what do you do, why does it matter, what makes you different, where are you going, what stands in your way, and what does change look like when you accomplish your mission?
Theater is the process of signifying and cuing an audience to the meaning of the story. I bring the best practices of theater to business, in order to help you signify the meaning of your brand.
That’s what I think I do.
Peter Bruun, Founder of Art on Purpose, described what I do in this way:
“You’re an interventionist helping organizations with an identity crisis. You’re like an executive coach only for organizations. You help organizations find their soul. Your unique process allows everyone to speak. You synthesize the feedback and use your insights to ask the most difficult questions that the organization has been avoiding.
You’re focus on narrative (versus strategy) is important because the narrative helps the leader get internal buy-in. The narrative also acts like an external beacon to attract talent, funding and resources. I’m not sure what you do is branding. I’m sure that your process is the most valuable deliverable.”
Branding Lesson:
You’re audience or customer owns your brand. What you think is important pales in comparison to the experience they receive.
Story as strategy and design as story
Posted by Peter in branding, creative process, design, positioning, storytelling on January 6, 2011
Lately I’m thinking about design and trying to better understand the relationships between story, strategy and design. Those organizations that artfully weave purpose, passion, performance and aesthetic have high performing brands.
In theater the script is story, the Director provides the strategy, and design permeates every sight and sound the audience experiences. Nothing in theater is arbitrary…nothing. The fewer resources you have the more creative you are. Instead of creating realism on the cheap, you take away everything non-essential to the world of your play. It’s easier to maintain artistic unity with less clutter. What’s left looms large and the meaning of each symbol is clear, if not to the audiences brain, then to the universal subconscious. This is what you want your brand to do. Connect down deep where people make important decisions…emotionally. Value design, it matters. Design helps clear the path so customers can validate their connection to your brand.
Branding versus Rebranding
Posted by Peter in branding, design, positioning, storytelling on January 5, 2011
Ida Cheinman is the Principal and Creative Director at Substance 151, a Baltimore-based regional strategic brand communications firm. Her article, Rebranding: The Moment of Truth is excellent. I want to share it with you. The premise is that you need to “begin with the end in mind,” have a clear vision of the rebrand goals and outcomes. The story of change comes in many forms. This is one.
Ida and I got acquainted last summer over a cup of coffee. I like how her firm, Substance 151 integrates design, story and strategy.
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