http://withoutthought.wordpress.com/2008/03/01/_31/ Mass collaboration, open source ideology, democratization and more Wed, 20 Aug 2008 19:45:55 +0000 http://wordpress.org/?v=MU http://withoutthought.wordpress.com/2008/03/01/_31/#comment-37 withoutthought Thu, 20 Mar 2008 13:41:47 +0000 http://withoutthought.wordpress.com/?p=51#comment-37 ...and I think it continues today and with good reason. If you like, you can see how mythologies appeal quite well to cultures where there isn't as much emphasis on the written word. I think that this is exactly where things like marketing and advertising stand today that they supply us with modern mythologies that help us make sense of our relationship with certain products (or not as the case may be). Now of course there is a lot of focus on 'brand story', the provenance and heritage of a brand that engages the consumer and gives them some understanding of how this product or service has become so integral to their personal live. I certainly feel that in the last year we have seen that with campaigns like Cadbury's Wispa and Radiohead's Rainbows. The archetypes aspect is fairly entry level (and I'm aware of this) but it's fascinating to see how (in an effort to find the 'tribe') Marketeers et al are manipulating and synthesising a sense of community. …and I think it continues today and with good reason. If you like, you can see how mythologies appeal quite well to cultures where there isn’t as much emphasis on the written word. I think that this is exactly where things like marketing and advertising stand today that they supply us with modern mythologies that help us make sense of our relationship with certain products (or not as the case may be). Now of course there is a lot of focus on ‘brand story’, the provenance and heritage of a brand that engages the consumer and gives them some understanding of how this product or service has become so integral to their personal live. I certainly feel that in the last year we have seen that with campaigns like Cadbury’s Wispa and Radiohead’s Rainbows. The archetypes aspect is fairly entry level (and I’m aware of this) but it’s fascinating to see how (in an effort to find the ‘tribe’ Marketeers et al are manipulating and synthesising a sense of community.

]]> http://withoutthought.wordpress.com/2008/03/01/_31/#comment-36 falmo Thu, 20 Mar 2008 10:20:59 +0000 http://withoutthought.wordpress.com/?p=51#comment-36 Alot of agencies build up brands around these universal myths or archetypes. Often did research print work for one agency in particular, it seemed like a bizarre cult at the time, they were obsessed with the archetype. Alot of agencies build up brands around these universal myths or archetypes. Often did research print work
for one agency in particular, it seemed like a bizarre cult at the time, they were obsessed with the archetype.

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