Brain, Metaphor, Archetype, Brand. Part 2.5

Well, of all the posts in this jumble of non-billable hours, the series on my (or, rather, my company's) take on what makes people tick seems to have a life of it's own. Part III, likewise, is morphing into a book unto itself. But to those who've been patient in their emails asking, "Where the hell is part III?!", a little fix to tide you over.

Some are still hazy as to why brand matters beyond marketing, or how brands are really a misunderstood place holder for deeper meaning. Or why brand and leadership, or the lack of either, are intricately entwined. Phew.

And then, happily, some are coming along for the ride, putting the pieces together and whomping their heads, saying, "Wow, I could have had A V-8!" Or something like that. Okay. Let's try and start tying this together.

We left things in Part II, promising some examples of archetypes in brand-motion... and to explain why "Survivor", "American Idol", "The Apprentice" and "Junkyard Wars" have some of the most brand-loyal viewerships going.

R-Complex boredom.

Education author Eric Jensen, in Arts with the Brain in Mind reveals that "America is a feeling-phobic society." This goes in spades for subgroups filled with "Professional Adults" called corporations. Of course, the feelings are still there and very active. They're just non-sanctioned, unofficial "elephants" taking up space and sapping oxygen. And this reveals a paradox for most businesses interested in moving product: many have no firm idea what moves people. Nor do they have processes to share this knowledge. That's hardly surprising. Most organizations are configured to hard facts, heavy analysis, and predictable results. Bureaucracies define themselves by their aim for consistency. What is surprising is that that bland paste of "consistency" equates to figurative "death" to our R-complexes. If there is no challenge "I am dead and useless" goes the brain imprint. And people shut down. Or they move on. Or they fight.


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Our brains--at least the parts willing to exert for ambition and spend for affirmation of identity, these parts recoil at spadework and predictability. And they have unique ways of showing themselves, depending on the circumstance. For example, have you ever asked yourself why "Survivor" or "Junkyard Wars", "American Idol" or "The Apprentice" or even Extreme Sports blasted so powerfully onto the American scene?

R-Complex boredom. These shows or activities feed our primal need to face and identify with challenge. Notice that some are solo efforts, some are teams, but all are ensembles. Each has conflict, alliance and resolution. Each has winners and losers. Each is personal, not abstract. Each is simple in its outcome.

That's because simplicity and rigid black and white choices--the R-complex's definition of Authenticity--is what's missing from modern life. For some of us, watching a TV show is enough of a fix. But most need more... [Continued Here]