Brand Behavior Training
IDENTIFY AND ACTIVATE YOUR BRAND’S ESSENCE
Catch the brand decision-making approach applied to the world's most successful brands, and grounded in universal patterns of human behavior.
During this full-day session, we guide participants into an understanding of these behavior patterns before applying them to the consumer experience. Discover the secret drive behind sustained brand value and consumer loyalty in brands such as Apple, Coca-Cola, and Nike.
Events are held quarterly at major art institutions in New York, LA, San Francisco, Seattle, and Chicago. Lunch and refreshments are included.
Half the fun is gathering your own stimulus and sharing with the team.
Take home IX’s archetype reference cards to share and expand your learning
Every participant receives a personal set of materials to keep
What is this brand’s archetypal pattern? Talk through it with your peers.
An entire session of hands on application and experimentation.
The work is on the page, in the world, and in each participant!
Read carefully, look intently, and take great notes!
One of the most dynamic trainings you will ever encounter.
How often do you ask what an image is doing to you? We ask it a lot!
Note the peculiar absence of chairs.
Man’s search for meaning
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This training is best for: brand strategists and designers looking to develop more effective and inspiring brand stewardship.
This training offers: a repeatable system for driving depth of continuity across the entire brand experience
This training helps: craft a compelling story that resonates across all stages of the consumer journey.
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Stories of our experiences with a brand become our belief about that brand.
Brand experiences that balance dynamism and consistency drive consumer recall and advocacy.
Well-structured brand experiences create deeper impact and are easier to share.
Human nature ultimately determines the sustained success of a brand.
Even niche brands are built on universal patterns of human behavior.
WHAT MAKES IX’S BRAND BEHAVIOR TRAINING SO DIFFERENT?
IX's Brand Behavior Training introduces our bi-modal brand framework, designed to systematically guide the brand experience from initial encounter to repeat and advocacy.
Within this framework, we bring in archetypal patterns of nature, as initially put forward by C.G. Jung.
We identify a brand’s prevalent archetypes, then examine their context in the structure of the brand experience.
The most prevalent archetype forms the “base,” which creates a red thread of continuity to the experience, with less prevalent archetypes driving the dynamic evolution of the brand experience.
The beginning mode of the experience, like the “first moment of truth” or FMOT, introduces the consumer to the brand, while the sustaining mode, like the “second moment of truth” or SMOT, deepens the relationship between brand and consumer.
This evolution mimics how people are introduced to each other before naturally shifting into a more sustained relationship. We believe this is a more human-centric form of decision-making than traditional omni-channel, Moments of Truth, or Jobs to Be Done frameworks.
BEHIND THE APPROACH
Archetypes are often misunderstood and overlooked. Brand builders who start out using them soon veer away from them. IX believes that’s because archetypes aren’t meant to be used at all! That’s why we’ve set out to change peoples’ and brands’ relationship with them.
Much in the way a person navigates the wind with a kite or the waves with a surfboard, IX works with brands to see and coordinate with archetypes. Frequent claims that the “utility of archetypes” is limited to front end inspiration disregard the universal forces that drive every living being’s behavior—regardless of whether they are picking out a piece of candy or deciding when and where to open a new pop-up shop.
IX’s approach assumes that brands are operating belief systems, held by stories and embodied by action. This means that the brand, like any belief system, must have an origin myth that carries the blueprint for the recurring brand experience.
It is the same blueprint that attracts specific people at specific times to engage in specific ways, and the very same blueprint that drives brand decision-making—whether we’re aware of it or not,
SKILLS YOU WILL DEVELOP
How to structure an experience that most clearly reflects and extends the brand’s essence
How to apply the brand’s essence to all phases of learning, creating, testing, and optimizing
How to recognize the brand’s essence in its visual or narrative images
How to observe a brand’s archetypal patterns in the lived experience of its consumers/customers
How to innovate beyond the traditional bounds of a brand’s category
EXPERIENCE YOU CAN EXPECT
Light physical activity
Small group collaboration
Real-world exploration of individual senses and sense-making processes
Team building interaction
Doors open at 8:30, start at 9a. Lunch at noon and close by 4p.
