Brand world building

Member lesson

Place, and inventing one

Lesson 3 of 11 in Brand world building.

Lesson

Place is one of the strongest things a brand can own, because it carries a great deal of meaning with no explanation. A brand from a specific valley, a particular city or a named farm inherits everything the audience believes about there.

An ink drawing of a honey jar on a farm stand with a small photograph of a hillside tied to it, and the same hillside with hives and a crooked tree visible through the shed door behind.
A photo of the real hillside tied to the jar makes the origin believable.
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Members answer these 3 questions and keep the ticket for this lesson. Every lesson has one.

  1. Question 1, locked

    Which of these words means this? “A location the brand owns, real or invented.”

    • Brand place
    • Ritual
    • Retirement
    • Voice
  2. Question 2, locked

    Which of these words means this? “Where the brand says it comes from. Frequently a place.”

    • Consumption ritual
    • Origin story
    • Ritual
    • Retirement
  3. Question 3, locked

    Which of these words means this? “A statement about origin with legal weight. Must be true.”

    • Lexicon
    • Provenance claim
    • Coinage
    • Participation

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