Category Brand Storytelling

Brands & Cultural Appropriation

In a global society are we not simply all just citizens of the world, a diverse collective of individuals, each one of us a beautiful hodgepodge of values, cultures and ancestral roots? Well if you were to take more than a cursory glance at the state of geo-politics and examine the increasingly divisive language of politicians, you’d be forgiven for thinking we’re anything but. British Prime Minister Theresa May once ...

The New Age ‘Authentic’ Brands

We are entering a period of post-materialism, when people are still purchasing products for mass consumption, yet there is a new awareness about how these purchases reflect their world view. A brand is not just expected to be on a pedestal and aspired for. Brands are expected to be more human – entities we can identify with, entities we can share our point-of-view with and most of all, entities that ...

Nudging: For the Good of Consumers

“The more mindless you are when you shop, the more you are going to be poked and prodded to buy the manufacturer’s products. We’re trying to give consumers the same power the companies have.” – Colin Payne Nudging has emerged as a prominent theoretical framework to inspire changes in the environment where a choice takes place to gently persuade or nudge people’s behaviour. Brands have been historically using the nudging ...

The Rise of Everyman Archetype & Inclusivity

In 2016 we wrote about the year of the ‘outlaw’ for brand storytelling, as consumers looked for straight-talking, no nonsense communications. However, we now see the Everyman archetype rising from the ashes, offering a valuable table stake and anchor. Far from middle of the road or vanilla, we are seeing Everyman brands deliver not just authenticity but also inclusivity. The key difference here, is that Everyman brands are managing to ...

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