Brand world building

Member lesson

Worlds that collapsed

Lesson 11 of 11 in Brand world building.

Lesson

Worlds fail in three ways. The brand contradicts its own world by behaving badly in a way the world said it would not. The world is extended into categories it cannot support. Or it is simply abandoned, and the audience notices that nobody is maintaining it. Abandonment rarely makes the news, because nothing visibly happens. The signs are a mascot that stops appearing and a running joke that nobody continues.

An ink drawing of a shop window showing hands holding a seedling, while round the side of the same building a worker tips fruit into a skip and a passer-by watches with a phone.
A shop sells care in the window and dumps good fruit round the side.
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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 world losing coherence, credibility or its audience.”

    • Scent branding
    • Haptics
    • Material identity
    • Collapse
  2. Question 2, locked

    Which of these words means this? “The brand behaving in a way the world said it would not.”

    • Surface dressing
    • Contradiction
    • Depth
    • Consistency of invention
  3. Question 3, locked

    Which of these words means this? “A world stretched into places it does not fit.”

    • Character design
    • Mascot
    • Over-extension
    • Invented geography
End of Brand world buildingMembers onlyNow play it5 games from this module at four levels, and a stamp for your ticket book.

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