David Barkley and Kate Burn
Civil branding harnesses the power of mass communication for social influence and brand difference. Growing brands is about putting a socially progressive narrative inside the primary message of the brand, to create unique and honest company personas. A brand’s most important asset is its tone of voice, its character. Roll Models generates brand characters from consumer opinions, creating accurate displays of a brand’s impact on its society. Consumers
pass judgment on the way brands communicate, from advertising and packaging to websites and other channels. Value-rated dichotomies such as: Regressive or progressive? Trivial or educational? Passive or inspiring? Salesmen or storytellers? are used to gather opinion and form the character. For example, the more intelligent you are perceived, the bigger your head gets, and if you only ever talk about yourself, expect a big waist.
www.wearelesscommon.com
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