brand as story

27/01/2010 — Leave a comment

Like many, I loved the experience that is Avatar. So much so that I’ve seen it twice.

It has occurred to me that the movie has a lesson on how to build and create brands. The Na’vi are your brand community, Pandora is their world. And as with the movie, a brand’s best approach to entering the communities and cultures of the brand world should mirror that of Sigourney Weaver’s character, Doctor Grace Augustine. Her approach is to become an expert in the communities and cultures the brand is trying to inhabit through immersion, observation and participation before trying to convince them to do things or trying to change their behaviors. Way to go I say.

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