website, which is hopelessly out-of-date from a technical and user-experience point of view. And the photos probably don't - ahem - reflect how I look these days. I had a look at it recently to see if the content was also in need of a total rejig - and surprised myself.
It still makes sense.
I'm reading Jung again in the form of The Red Book, a generous and apt gift from my college chums, and I'm rediscovering a lot of what must have influenced my worldview as I started my career and has stayed with me ever since.
The idea of the personal and the collective - Jung applied this to the unconscious but it has a universal application:
For every brand, each individual has a different personal experience of that brand. We must try to understand the collective elements of the brand that we have as shared experience in order to develop communications.
There are elements of brands that are personal to each of us in the way that we perceive brands, and there are elements that form the brand's collective unconscious that unite the users of that brand.
I was pleased to see this theme taken up in an IPA essay entitled The Wide and Narrow of It by Omar El-Gammal from Wunderman Thompson. The author stresses that brands are not built through carefully constructed communication plans that we as marketers somehow control but through the we (shared cultural experience) and the me (personal experience). Thinking about the cultural and the individual is a good way of looking at brand growth.
The collective, cultural, call it what you will would always be my starting point to understand the essence of a brand. I believe that humanity has more in common than that dividing us and it's here that I'd start to find how my brand can be relevant to a broad section of the human world yet still maintain its own individuality and uniqueness.
We don't save people's lives
3 months ago