“The brands we choose arguably say something about our identity – what we value in the products we use, how we perceive ourselves, and how we want to be perceived.”
And so begins a recent PSFK article about Brand Mapping, a visual resource created by Storm Brand DNA that shows what brands people interact with at which point in their day. By visually mapping people’s interaction with brands, we begin to see patterns in how and when people engage in branded experiences and a bigger picture begins to form, one that displays how brand-interactions shape our day-to-day lives. It’s 7 AM? Whip out that Gilette razor and be “all a man can be.” 8 AM rolls around and it’s time to “Think Different” on your Mac. Forget making “Tonight Taco Night,” cause you’re having yesterday’s leftovers of Old El Paso by 1….You see where I’m going with this.
In Conversational Capital
, we discuss the ways in which brands can incorporate ritual into consumption experiences.payday loans But what this study shows, interestingly, is how people have incorporated brands into the rituals of their lived experiences. In this way, brands have become a banal part of how we experience our time and have helped structure our daily lives. More than that, work like this supports our notion that consumption experiences have become identity shapers and that consumers use brands to create personal narratives. As the article claims, the study doesn’t just articulate what brands we choose to buy, but also “how we want to be percieved.”
As PSFK suggests, as a “standalone visual, the information contained in this infographic might give you a limited perspective into the multitude of brands that this individual chooses.” And so it would be interesting to also graph not only which brands a consumer remembers using throughout his or her day, but also the total number of brands a consumer comes into contact with - visually, accidentally, tangentally - as their day progresses. This would no doubt extend this graph to immeasurable heights. I mean, just think about how many internet windows you have opened right now and how many brands that alone represents. It’s pretty staggering.
The big question mark remaining in this study is why. Why do these consumers choose these brands? Why do they represent something valuable to the consumer? Why Apple over IBM? Why Twitter over Facebook? Why do some brands inspire emotional investment in us where other brands fail?
Those are the questions this data leaves us with. And it’s up to us, as advertisers, to figure those why’s out.