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Thread on #BrandBuilding:
1/12
The distinguished academic Russell Belk, a pioneer in exploring the cross-connections between the components of consumption and the social fabric, had written about the sacred and the profane in consumer behavior as far back as 1989.
1/12
The distinguished academic Russell Belk, a pioneer in exploring the cross-connections between the components of consumption and the social fabric, had written about the sacred and the profane in consumer behavior as far back as 1989.
2/12
As with most seminal work, the concepts he proposed are relevant 30 years later too because they tap into very primeval ways in which people organize their social lives. Brands frequently look wistfully at the faith and fervor of the followers of religion and sport.
As with most seminal work, the concepts he proposed are relevant 30 years later too because they tap into very primeval ways in which people organize their social lives. Brands frequently look wistfully at the faith and fervor of the followers of religion and sport.
3/12
And while the role of rituals, shared beliefs and symbols, common value systems is discussed a lot (especially in the context of brand communities like those around Harley or Apple), there’s one other component that is missing with most brands.
And while the role of rituals, shared beliefs and symbols, common value systems is discussed a lot (especially in the context of brand communities like those around Harley or Apple), there’s one other component that is missing with most brands.
4/12
Let me digress to the worlds of Harry Potter or Game of Thrones, for a minute. If you think about it, brands (not all, of course) sometimes do a decent enough job of defining values, symbols (think merchandise), beliefs and even (albeit rarely) rituals (e.g. Oreo milk dunk).
Let me digress to the worlds of Harry Potter or Game of Thrones, for a minute. If you think about it, brands (not all, of course) sometimes do a decent enough job of defining values, symbols (think merchandise), beliefs and even (albeit rarely) rituals (e.g. Oreo milk dunk).
5/12
Sometimes, they go a little further in borrowing from sport or religion, and give people a ne’er-changing anthem to rally around (bhakti is a musical tradition in itself; LFC’s YNWA is a great example from sport). They get that music speaks to a basic rhythm of life.
Sometimes, they go a little further in borrowing from sport or religion, and give people a ne’er-changing anthem to rally around (bhakti is a musical tradition in itself; LFC’s YNWA is a great example from sport). They get that music speaks to a basic rhythm of life.
6/12
But what religion has, what Harry Potter has, what GoT has that no brand has is their own epics. And no, I don’t mean the meaningless #epic that gets thrown around witty tweets & responses. They have a book (sometimes, many) that the faithful can read from anytime.
But what religion has, what Harry Potter has, what GoT has that no brand has is their own epics. And no, I don’t mean the meaningless #epic that gets thrown around witty tweets & responses. They have a book (sometimes, many) that the faithful can read from anytime.
7/12
Literally, they have their own bibles that familiarize their followers with the ethics, character and characters, contours and stories of their world. They tell them what’s kosher and what’s not. They have something they can put their hand on and swear to as their truth.
Literally, they have their own bibles that familiarize their followers with the ethics, character and characters, contours and stories of their world. They tell them what’s kosher and what’s not. They have something they can put their hand on and swear to as their truth.
8/12
The epics give people the details and nuances of what to live by, what to swear off. Within their faith, they know what to do to get closer to their pinnacle, who to mingle with, whom to avoid. Andthey guide people on what to take a stand for and against. At all cost.
The epics give people the details and nuances of what to live by, what to swear off. Within their faith, they know what to do to get closer to their pinnacle, who to mingle with, whom to avoid. Andthey guide people on what to take a stand for and against. At all cost.
9/12
The epics also give details of their deities, their apostles, their places of worship, their sacred sites, their paths, journeys and destinations. They give and assure their followers, regardless of generation, a sense of continuity in an ever-changing world.
The epics also give details of their deities, their apostles, their places of worship, their sacred sites, their paths, journeys and destinations. They give and assure their followers, regardless of generation, a sense of continuity in an ever-changing world.
10/12
Contrast this with what brands (who aim as loftily) give the people they want to be engaged with their worlds. Bits and pieces here and there, created and replaced at the whims of the brand’s stewards who themselves are not committed forever to the brand’s “faith.”
Contrast this with what brands (who aim as loftily) give the people they want to be engaged with their worlds. Bits and pieces here and there, created and replaced at the whims of the brand’s stewards who themselves are not committed forever to the brand’s “faith.”
11/12
Because, in addition to all their foibles, brands don’t invest in creating their own epics which lay out their worlds for those they want to attract to their fold and convert to be their faithful. Ultimately, one of faith’s purposes is also to help people from straying.
Because, in addition to all their foibles, brands don’t invest in creating their own epics which lay out their worlds for those they want to attract to their fold and convert to be their faithful. Ultimately, one of faith’s purposes is also to help people from straying.
12/12
So when people don’t know what to live by, they will be swayed by every apple in the garden of Eden. That perhaps is one failing of materialism: its very ephemeral nature makes it un-amenable for people to repose their faith in it for life.
So when people don’t know what to live by, they will be swayed by every apple in the garden of Eden. That perhaps is one failing of materialism: its very ephemeral nature makes it un-amenable for people to repose their faith in it for life.
