We all tell ourselves stories that give meaning to our lives. We use these stories to construct our sense of self. Psychologists call this narrative identity. The most meaningful brands are those that play a role in this narrative.
Atlanta, Georgia (PRWEB) June 08, 2016
Jim White, PhD., and founding partner of qualitative research consulting firm Reality Check, will present "Brands and American Mythology: Narrative Identity, Brand Identity and the Construction of the American Self" at the Insight Innovation Exchange (IIeX) 2016 Conference, June 14th, in Atlanta, Georgia. The conference is one of the largest gatherings of corporate insights professionals and market research consultants in North America.
According to White, there are brands that help people create their aspirational self — the person they want to become, brands that help them create a favorable story of who they once were that trigger a sense of nostalgia and represent their core values and beliefs, and there are brands that people use every day to tell the story of who they are now. It is what White calls Narrative Identity. The most meaningful brands are those that play a role in this narrative.
“All of us develop our sense of identity through stories,” says White. “We constantly write and rewrite our personal narratives to give our lives cohesion and meaning. But we don’t create our Narrative Identity out of a vacuum. Rather, we draw from the culture that surrounds us.
This presentation will explore some of the cultural themes that are dominant in modern American life that we draw from to create our personal life stories and how will explore how brands can play a role in this process.
White will discuss research techniques that explore narrative identity and the role of brands in it. He will provide examples of how some brands are able to play meaningful roles in their consumers’ life stories, and strategies for how your brand can, too.
For more information about Jim White and Reality Check Consulting, visit http://www.RealityCheckInc.com
About Jim White and Reality Check Consulting.
Jim White has more than 20 years of experience in consumer insights, marketing and brand strategy. He holds a doctorate from Northwestern University in communications studies and has taught courses in communications research methods, the psychology of attitudes and persuasion, popular culture and brand strategy.
Reality Check Consulting is a global qualitative consumer research firm with offices in St. Louis, London, New York City, Sao Paulo, Sydney, Louisville, Detroit, Denver, San Francisco, and Seattle