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
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