Brand EsSense: Using Sense, Symbol and Story to Design Brand Identity PDF
Preview Brand EsSense: Using Sense, Symbol and Story to Design Brand Identity
i Brand esSense ii THIS PAGE IS INTENTIONALLY LEFT BLANK iii Brand esSense Using sense, symbol and story to design brand identity Neil Gains iv Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the ma- terial in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2014 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be re- produced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 1100 4737/23 Ansari Road London EC1V 3RS Philadelphia PA 19102 Daryaganj United Kingdom USA New Delhi 110002 www.koganpage.com India © Neil Gains, 2014 The right of Neil Gains to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 7001 2 E-ISBN 978 0 7494 7002 9 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Gains, Neil. Brand esSense : using sense, symbol and story to design brand identity / Neil Gains. pages cm ISBN 978-0-7494-7001-2 – ISBN 978-0-7494-7002-9 (ebook) 1. Branding (Marketing) 2. Brand name products. 3. Logos (Symbols) 4. Corporate image. I. Title. HF5415.1255.G35 2013 658.8’27–dc23 2013026092 Typeset by Graphicraft Limited, Hong Kong Print production managed by Jellyfish Printed and bound by CPI Group (UK) Ltd, Croydon, CR0 4YY v Dedicated to the memory of my brother Peter, 1971–2012 vi THIS PAGE IS INTENTIONALLY LEFT BLANK Contents Contents vii List of figures x List of tables xi Introduction 1 Sense, symbol and story 2 Building brand esSense 5 The story of Brand esSense 6 The reality of perception 8 vii Signal and noise 8 Patterns in the world 10 Perception is an active construction 13 Nature and nurture 18 ContentS Matching the right patterns 20 Experience and memory 22 Associating with the right memories 24 The senses close up 27 Five and counting 27 The primal sense 30 Basic taste 36 The touch of reality 41 Touching sight 42 List of figures x Sensing from a distance 47 List of tables xi Touching space 47 The rhythm of life 52 The dominant sense 60 The colour of experience 65 Integrating the senses 69 S y m b o l s Introduction 1 and signs 72 Symbols of life 72 The colour of meaning 74 Identity matters 75 Signifying something 78 01 the reality of perception 8 Understanding your category 80 The structure of signs 82 The story of meaning 84 Signal and noise 8 Changing times 85 Metaphor and meaning 87 Patterns in the world 10 Opposites matter 89 Squaring the circle 92 Perception is an active construction 13 Blending identity 94 Story and archetypes 97 Nature and nurture 18 Causality and the mind 97 The meaning of stories 99 Matching the right patterns 20 Story and myth 100 Brand archetypes 105 Experience and memory 22 Archetypal frameworks 107 Using archetypes in branding 115 Associating with the right memories 24 Archetypes of belonging 115 Archetypes of freedom 124 Archetypes of ego 132 Archetypes of order 141 Finding the esSense of 02 the senses close up 27 your brand 150 Building a brand back story 151 Cracking the category codes 153 Five and counting 27 Uncovering consumer stories and underlying conflicts 156 Building transformational stories 161 The primal sense 30 Moving to the senses 165 Building the story of an Asian food brand 167 Basic taste 36 Making rice ‘nice’ for a snack brand 168 Applying the esSense framework 171 The esSense of branding 171 The touch of reality 41 Brand colours 172 Brand senses 175 Touching sight 42 Symbolic names 180 Brand symbols 185 How archetypes answer why 192 Telling the brand story 195 03 Sensing from a distance 47 Using sense, symbol and story to build brand esSense 202 Touching space 47 The rhythm of life 52 The dominant sense 60 The colour of experience 65 Integrating the senses 69 viii Contents 04 Symbols and signs 72 Symbols of life 72 The colour of meaning 74 Identity matters 75 Signifying something 78 Understanding your category 80 The structure of signs 82 The story of meaning 84 Changing times 85 Metaphor and meaning 87 Opposites matter 89 Squaring the circle 92 Blending identity 94 05 Story and archetypes 97 Causality and the mind 97 The meaning of stories 99 Story and myth 100 Brand archetypes 105 Archetypal frameworks 107 06 Using archetypes in branding 115 Archetypes of belonging 115 Archetypes of freedom 124 Archetypes of ego 132 Archetypes of order 141 07 Finding the esSense of your brand 150 Building a brand back story 151 Cracking the category codes 153 Uncovering consumer stories and underlying conflicts 156 Building transformational stories 161 Moving to the senses 165 Building the story of an Asian food brand 167 Making rice ‘nice’ for a snack brand 168 Contents ix 08 Applying the esSense framework 171 The esSense of branding 171 Brand colours 172 Brand senses 175 Symbolic names 180 Brand symbols 185 How archetypes answer why 192 Telling the brand story 195 Using sense, symbol and story to build brand esSense 202 References 205 Index 213
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