7. The interaction between brands and audiences is
constantly changing due to emerging technology,
media tools and corresponding consumer behavior.
When it comes to communication spendings,
a predictable Return On Investment is only a dream
of business leaders in this chaotic situation.
Professionals are trying to answer the challenge.
9. The problem with most of those models is that they were
built to work in present circumstances. But nowadays
present becomes past too fast, so they have to be
modified frequently.
What is our solution?
Instead of coming up with yet another methodology to
define the Brand Positioning, we decided to say goodbye
to it altogether.
12. The Brand Story is a new way to define a long term
communication strategy.
It is based on the eternal principles of human thinking and
the timeless rules of storytelling.
13. The Brand Story is stable enough to inspire consistent
communication, but also flexible enough to survive in
future circumstances we can’t even imagine now.
The Brand Story helps marketeers plan and execute
effective and measurable activities in a constantly
changing communication environment.
14. The Brand Story can be told a thousand different ways
over and over again but still transmitting similar memes.
15. THE FORMULA OF
OUR METHOD
MEMES + ARCHETYPES + STORYTELLING = BRAND STORY
16. 1. MEMES
Constructing the memetic map of the brand
2. ARCHETYPES
Definition of resonating consumer archetypes
3. STORYTELLING
Creating the brand story based on archetypical values
18. The word „meme” is a meme itself. Many people use it but
only a few know that it actually has two meanings. The
everyday meaning of the word is „something funny
spreading on the net”. Like Gangnam Style.
But there is a much broader meaning which is used by
memetic scientists. Whenever we talk about memes, we
refer to the scientific definition of the word as follows:
19. Memes are those smallest units of thoughts that make
sense on their own, that are not genetically defined, and
that can copy themselves reliably enough and prolifically
enough from one human brain to another.
(Definition by Prof. László Mérő)
20. Memes are the „genes of thoughts”. They control what
you say and what you do. If they are strong enough, they
are transmitted to other people, if they are weak, they will
be forgotten.
Just like genes, memes are difficult to map. We use
special methods to catch memes, and then define the
memetic dimensions of the brand by factor analysis.
21. To get a clear picture of brands, we create the memetic
map: a summary of what actually drives consumers’
thinking in a category or about a brand.
Then, after we learn what exactly is in the heads, we can
have a much better idea of how we can change it.
23. What do Harry Potter, Batman and Conan the Barbarian
have in common? OK, they are all heroes. But there is
something else: they all lost their parents when
they were young.
Some characters can be found in both ancient myths and
contemporary stories. Also in real life, people belong to
certain types, so their actions and reactions can be
forecasted based on their value preferences.
24. Archetypes entered the field of marketing theories a few
years ago. Many books have been published about how
brands can and should be described as archetypes.
Memelab has launched a new paradigm, because we
think that one of the most important changes in 21st
century marketing is: the hero of the Brand Story is not
the brand anymore, but the consumer.
25. We know that most brands have a solid archetypical
character, but we do not stop there.
Instead of only considering the brand as an archetype,
we define consumer archetypes based on value
preferences of the target group.
27. Lion King is Hamlet played by animals. Michael Corleone is
the Cinderella of the Godfather's family.
Ancient religious myths, Greek dramas, fairytales and
Hollywood movies have lots of similarities, and it's not an
accident. Effective storytelling needs some talent that
can't be learned, but also has certain rules that apply to
all stories since the dawn of mankind.
28. MemeLab uses a unique story development tool that was
created after a thorough analysis of 450 classic movies.
This tool helps us build an effective Brand Story that
highlights the authentic archetypical values of the
potential consumer, so identification with the hero is
strong, thus the selected memes can be transmitted in an
open state of mind.
29. BASIC STRUCTURE OF OUR BRAND STORY MODEL
ULTIMATE GOAL
MOTIVATION VALUE DRIVE VALUE
DILEMMA
CONSUMER
HERO OF
A CERTAIN
ARCHETYPE
BRAND
The Dilemma Story Model
by Csaba Szekeres
31. Once upon a time, a tall man with a small beard and a
velvety voice understood the calling of times to answer
the challenges of modern marketing.
He decided to start a journey and gather communication
professionals with different backgrounds to create a think
tank that tackles tasks many have tried to solve but failed.
32. After a succession of business meetings and accidental
bumps into old friends, he realized that a new company
has been formed by itself.
Using their undisputed expertise in network research,
marketing strategy, creative concepts and storytelling,
the knights are off for a great quest: they decided to help
brands develop a long standing communication strategy
that doesn't wear out in our era of constant change.
33. We have a strong background in science: our sister
company, Darwins Marketing Evolution, established in
2002 by Prof. László Mérő and Lazlo B. Karafiath, was
probably the first memetic brand consultancy in the
world. While Darwins specializes in research that reveals
memes and dimensions, Memelab is focusing on how
memes can be spread and planted in consumers minds.
34. Memelab offers a modular consulting package:
• memetic in-depth interviews,
• social media mining,
• market and competition memes analysis,
• consumer insights and archetype definition,
• brand story development and
• communication concepts.
35. Our first two offices are in San Francisco, California, and
Budapest, Hungary. We are planning to open soon in Sao
Paulo, Brasil and in Mumbai, India.
38. Adam Dobos
Started at Philip Morris, worked at VNU Publishing House as
marketing manager, became Regional Marketing director
and later Managing Director at Imperial Tobacco. Today
he is leading his own creative agency. Has 17 years of
experience and a proven success leading strategy,
developing new business, managing brands and portfolios
and launching over 100 SKUs in 4 different markets.
40. Lazlo B. Karafiath
After co-founding one of Europe’s biggest music and arts
festival, in 1997 he created Carnation, a digital consulting
and marketing company now with revenues over $10
million. Was a Yale World Fellow and has ten years of
university teaching experience. Designed a course in the
field of Emergence covering evolutionary theory,
networkology, memetics, studies of cooperation and
internetology. He is a regular speaker and publisher on
these topics. He lives in San Francisco managing the US
branches of Darwins and Memelab.
42. Csaba Szekeres
Many TV and cinema successes are linked to Csaba's
name as a screenwriter and a director. Received Best
Director Award at the Hungarian Film Festival, his work has
also been appreciated in New York, Los Angeles,
Germany and the UK. In his films, human relations are
represented with a delicate sensibility. On top of his writing
and directing jobs, he has developed a special storytelling
method, replacing the traditional character-based model
to a value-based model. In his view, this system will not
only help writers but also everyday people to see their
own stories in a slightly different light.
44. Attila Nyeki
Began as a copywriter, promoted to Creative Director
and later Chief Creative Officer. In the last 20 years he has
worked in top positions of international ad agencies and
creative boutiques, and founded a strategic consultancy.
Attila has won all Hungarian creative awards, his work was
also appreciated at Cannes Lions and Cresta Awards.
Among others, he worked on brands in financial services,
telecom, FMCG, pharmaceutical and automotive. Sang
in a rock band, published a photo album, lived in
Budapest, Madrid, Amsterdam and Sao Paulo.
46. QMRQualitative Memetic Research
(powered by Darwins Marketing Evolution)
Reveals the meme set of the target group, creates
memetic dimensions and the memetic map of the brand.
Helps define possible business development and
communication directions.
SOURCE: in-depth interviews, factor analysis
47. SMMSocial Meme Mining
(powered by Vortio)
Monitoring social media channels to identify memes
currently being spread about the given brand, category
or any measurable subject.
SOURCE: Artificial intelligence and semantic computation
formulas that enables big data analysis of conversations.
48. CACConsumer Archetype Compass
Archetypical segmentation of current and target
consumers, revealing business potential of archetypes.
SOURCE: Secondary analysis of available data and
research material, tailored research projects.
50. MERMeme Environment ReviewTM
Revealing the memetic factors of competing
messages, defining the memetic environment in
which the brand will exist.
SOURCE: KantarMedia, AGB Nielsen, existing media
data, Gemius, ROI studies
