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Express yourself

Perce, Gaspe

Storytelling can be achieved through crafting a simple email exchange or perhaps from years of study and research culminating in a thesis that relates to a special field of interest.

Joseph Campbell a scholar wrote extensively on the subject. His work informs the reader about how stories deal in characterizing culture and how those characterizations through the ages have been remarkably similar. Stories based on themes or references that are consistent with similar patterns from societies around the world.


The similarity of story elements to different groups that are profiled in Campbell's books suggest a phenomenon or order of influence that perhaps underscores people's need to frame or cast their existence through remarkably similar context. Moreover, analysis of symbols, myths, deities, archetypes, legends including other elements such as those derived from nature, for example trees, water, wind the sun and the moon emerge consistently across many groups. 


Universal representations integrated into storytelling.

The Campbell texts are useful reference for those developing effective and meaningful brand frameworks and tools. A practical resource for those interested in solutions intended to withstand the test of time and bridge cultural differences. Campbell’s writings are an invaluable resource for effective storytelling.

A profound aspect of his work emphasizes the need to separate physical appearance from ones verbal expression or the act of expressing oneself.

I remember seeing a Greek company perform Oedipus Rex. Oedipus ends up tearing his eyes out, the kind of physical action the Greeks loved. The chorus had their backs to the audience, and shortly after the display of this horror, the members turned around and opened their arms, and there you sensed that going past the human suffering to the majesty of what is contained in that play that is, of the mystery of life showing itself through the action of life. There lies the key to art. It is beyond the pairs of opposites, beyond desire or fears. (Campbell, 2001)

This passage is a short example of Joseph Campbell’s brilliant thinking. Within his books the philosophy and thought leadership formed the basis for George Lucas’ Star Wars Trilogy, blockbuster movies that garnered universal appeal using the foundations of the hero myth.

Thoughts on Social Media

This week I took part with a colleague from my organization at a local conference sponsored by a bank. The subject of the conference was Brand and Social Media. A representative from a large advertising agency conglomerate based in Toronto Canada took the floor for three hours to offer insight on brand. He also included for the audience in the Real Estate Development business a primer on social media.

The presentation also validated for me that many of the strategies and related brand tactics we’ve been offering our clients by extension their various stake holders, internal and external audiences are not unlike or different from what is being professed from the multinationals out of the big centres of commerce globally. The speaker validated to the letter in some cases much of what we’ve been sharing in our efforts with clients for the last decade. His talk was a parallel conversation to gordongroup's ideology and brand leadership models. This made the event worthwhile for me. 

My quest for learning continues, I was interested in hearing about the social media model being offered from the Toronto large agency perspective. It's exciting times on the internet after all and the potential for organizations to embrace, leverage and grow their online market share seems to me remains an uncharted phenomena. Again the speakers’ ability to introduce and engage the audience was intriguing and prompted some very relevant questions. Core ideas introduced contributed to my appreciation of ways to take advantage of this new opportunity.

Letting the ideas flow from followers either good or bad turns out contributes to an upside for the organization that remains transparent and responds in a humane and intelligent way rather then censoring or filtering negative commentary out. This is open to jury review on case by case from my perspective.

The opportunity has emerged today to gain competitive insight from young people who bring convictions and sensibilities about how their success and winning outcomes using different social media platforms have proven effective. This "staffing" trend offers organizations and management opportunity to introduce multi generational collaboration. 

1. Content remains king

Your investment in content, that is content constructs specifically to do with your unique personality within the vast sea of noise called social media. Content that “cuts through” the tremendous amount of information online is required today for social media campaigns. This is truly what separates the leaders from all the masses online. Good content like a good photograph, illustration, house or aircraft is not derived from testing things out. You will be judged on your weakest link, a fact of the design business. Once you launch your campaign ensure you can keep feeding the beast with the best possible content. This points to how you plan to sustain your brand online.

Great content comes from years of experience refining, measuring and continual improvement. For some, this may come naturally yet, with resources limited in most organizations specifically for market outreach, “content” is often the weak link. Management will have to invest in great content.

2. ABC company now does publishing

Social Media bottom line, to do this you have to operate a publishing unit. You may build homes, aircraft or buses but a function of the company has to begin publishing. In fact rather than social media, the name may be more representative if it were known as publishing media. Organizations small or medium sized may not have design units or writers on staff, yet “cut through” online will require a minimum level of craft and discipline to effectively compete with those who leverage these skills to drive their business. Keeping a vital and steady brand building program starts with management's commitment to ensure regular, smart, and meaningful communications remains constant for months and years ahead. A publishing unit that creates smart narrative that is sent to followers and others who have influence. Influencers or customers who will make a difference on your organizations bottom line.

Identify who within the administration will effectively run the publishing unit.

The Quest for Great Storytelling

david & goliath

As the story goes, the story may enhance your brand or unfortunately contribute to a rather lackluster image. The story is an essential component in the eyes of those who you depend on for ensuring stability and growth. Brand after all is about managing the visual and messaging constructs of the organization.

gordongroup is engaged in re-brand opportunities as well as developing identity frameworks and brand building tools for new initiatives. In each scenario we’ve found the opportunities to evolve brands through collaboration with our clients and their stakeholders engaging and beneficial experiences.

Storytelling is an essential element in the process. Understanding some basic principles of storytelling will contribute to more effective brand building.

Creating within our client’s brand story archetypes is a reliable approach to longevity and timeless identity solutions. Often story archetypes exist but remain undiscovered simply because those within the organization are close to the operations they haven’t uncovered the essence of what they are doing that will contribute to success.  Uncovering these elements of brand success is an important aspect of ensuring impact in marketing and outreach. Defining the elements in the form of meaningful stories will not only enhance the brand's market strength but also it will sustain the organization's brand over time. Timeless brands rely on brilliant storytelling.

A key element within storytelling is the notion of “archetypes”. Access remains an archetype that resonates for me because design and effective brand drive understanding for those audiences who you want to influence, educate or deliver meaning toward. This great metaphor, access is a story archetype. Aptly coined by information guru Richard Saul Wurman. He used the principles of building architecture, specifically how people experience architecture. This analysis compared to how people find meaning and knowledge applied to design and information.

But other archetypes exist that can be used among your organizations brand building teams. Techniques that provide assurance the identity will stand out in the market.

A great book that I’ve discovered and referred to on earlier posts, contributes to timeless results is “The Elements of Persuasion”  The authors use storytelling and archetypes as the basis for successful  outcomes.

Archetypes include passion, hero, conflict, transformation and awareness. Obvious storytelling constructs that everyone can immediately recognize. These classic storytelling devices of course are evident and universal, they’re certainly timeless and applied to all age groups and cultures.

Uncovering the organization's unique story archetype is foundational and core to brand leadership. The process of developing the brand’s story absolutely relies on original thinking among those concerned.

Discover the archetypes that define your unique identity. 

Wade Davis on endangered cultures | Video on TED.com

Wade Davis on endangered cultures | Video on TED.com