Presentation on a couple of branding myths and how we use the narrative perspective in branding. Prague College, May 2013

1. BRANDED
Prague College, May 15, 2013
Tomáš Hrivnák
www.hrivnak.cz

2. MYTH #1
Brands are conversations.
MYTH #2
You can befriend a brand.
MYTH #3
Branding is design.

3. #1

4. #2

5. #3

6. FACT #1
Brands are metaphors.
FACT #2
You can like a brand.
FACT #3
Branding is meaning making.

7. 7

8. …or is it?

9. 9

10. 10

11. NARRATIVE
PERSPECTIVE

12. “Life is never made
unbearable by
circumstances, but
only by lack of
meaning and
purpose.”
― Viktor E. Frankl

13. BELONGING
INDIVIDUATION
RISK/MASTERY
STABILITY
Hero"
Outlaw"
Magician
Ruler"
Caregiver"
Creator
Lover"
Jester"
Regular Guy/Gal
Innocent"
Explorer"
Sage
Mark/Pearson: The Hero and The Outlaw > THE GRID

14. 14
The Lover (To love & be loved)

16. 16
The Regular Guy/Gal (Be like everyone else)

18. 18
Bob&"
Dave
The Jester (To entertain/laugh & be
entertained)

20. 20
The Hero (To prove yourself in a quest)

22. 22
The Outlaw (To disrupt order)

24. The Magician (To transform magicially)
24

26. The Innocent (To get back to the garden)
26

28. The Explorer (To be on the road & to seek)
28

30. The Sage (To acquire knowledge)
30

32. The Ruler (To bring structure/laws to the
world)
32

34. The Caregiver (To care)
34

36. The Creator (To create)
36

38. Is your brand a story about
a hero? About a journey?
About bringing order to the
world? Is it a love story?

39. Tomáš Hrivnák
www.hrivnak.cz