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Scott Loughran_Brand Storytelling on You

Scott Loughran_Brand Storytelling on You

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Published by Scott Loughran
An small paper about how brands can create a narrative with the help of consumers and digital media.
An small paper about how brands can create a narrative with the help of consumers and digital media.

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Published by: Scott Loughran on Aug 25, 2009
Copyright:Attribution Non-commercial

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05/11/2014

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Brand Storytelling On You:
Why your favorite brands tell us more about you and why digital media is only helping.
Scott Loughran
scottl4@uw.edu
www.scottloughran.com
 
Image 1: “Where Does the Money Go?”
Introduction
We are a consumer society. With the average US household income at just over$63,000 dollars annually, we spend approximately 79 percent of our earnings beforetaxes. Taking in to consideration that we pay an average of 34 percent of our income intaxes (How Much Tax Do We Really Pay?”)- we spend more than we make. The questionis not why we spend more than we make or what we spend our money on, rather whatcan we learn about ourselves by looking at the things we consume. According to the USDepartment of Labor (“How The Average U.S. Consumer Spends Their Paycheck,”) Americans spend more than 65 percent of their income on goods and services. Thesegoods and services consist of the things we need, expect and want to sustain life and alevel of living we have grown accustomed to through various experiences. Our reasoningfor these purchases are driven by different elements. Individual products or companies thatsupply us with said goods andservices are chosen throughmultiple variables that changefrom individual to individual.The component that maypossibly be most influential in ourdecision making process is thebrand. Look at the call-outs on
MCDM at University of WashingtonBrand Storytelling On You
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Image 1
and say the title out loud. What do you see in your head? A person, place orobject? Perhaps your brain shows you the brand you associate with this group. That brandmay not even necessarily be what you affiliate with consumerism, such as “Transportation”may display an image of the bus you use to get to and from work. “Insurance, Pensions”may be the face of your broker or financial advisor. Despite not seeing a glaring image of Honda or AIG logos, your are seeing a brand. You are envisioning something, someone, apoint in time or an emotion that you associate with that product. This is part of your story,the narrative that has constructed your identity from your first memory. Just like you,brands have stories as well. Some of their stories have the makings of a good conquersevil novel while others have constructed their stories along ideals or a lack thereof.Everyone has a story. McCrone and Bechhofer suggest, “Who we are, who we are judged to be and under what circumstances, depends on how well or badly our claims are judged by those around us,” (p. 1246). This implies that not only do we have stories, butthat we are all in a subconscious kind of way, storytellers. I propose that our stories aresomething we use as a measurement tool to align ourselves with brands that tell storiessimilar to our own, reinforcing the vision we have of ourselves. As the digital media spacehas grown with the likes of Facebook, YouTube, Yelp and more, we have extended the useof these brands to building our personal brands as advertised on the internet.
What Is A 
 Brand 
?
 The American Marketing Association’s defines a brand “as a set of values implied by aproduct,service or experience and is not only a symbol or signifier, which is usually an
MCDM at University of WashingtonBrand Storytelling On You
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