Many believe that brands will become less important as digital technology marches onward. They will surely be disappointed.
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Guest Author, Author at Branding Strategy Insider - Page 7 of 21
Steve Jobs liked to say that it’s not enough to kill bad ideas, you have to kill good ones too. That’s because good strategy is about making choices and it takes more than intelligence or even instinct, it takes discipline, one of Jobs’ most overlooked qualities.
Joseph Campbell is known to many as George Lucas’ inspiration for the story structure of the original Star Wars films. Dig a little deeper and you find that Joseph Campbell’s Monomyth aka the Hero’s Journey, outlined in his seminal The Hero With A Thousand Faces serves as the basic story structure found in narratives worldwide, since the beginning of time.
Brand storytelling isn’t a new concept, but with the explosive growth of social media and content marketing, the opportunities to tell stories as part of direct and indirect brand marketing initiatives have become a strategic priority.
In recent brand research, the brand representations and associations in our memory, or ‘somatic markers’, have been linked to ‘memes’. Memes are the cultural equivalent of biological genes.