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Murphy, Andrew D. Title 1 Author: Murphy, Andrew D. Title: Strategic Brand Dismemberment for Successful Reincarnation: Disseminating Cohesive Brand Ideas Through Systematic Dispersal Across Media Channels with Transmedia Storytelling The accompanying research report is submitted to the University of Wisconsin-Stout, Graduate School in partial completion of the requirements for the Graduate Degree/ Major: MFA in Design Research Advisor: Julie Peterson, Dr. Submission Term/Year: Fall 2018 Number of Pages: 103 Style Manual Used: American Psychological Association, 6th edition I have adhered to the Graduate School Research Guide and have proofread my work. I understand that this creative thesis project must be officially approved by the Graduate School. Additionally, by signing and submitting this form, I (the author(s) or copyright owner) grant the University of Wisconsin-Stout the non-exclusive right to reproduce, translate, and/or distribute this submission (including abstract) worldwide in print and electronic format and in any medium, including but not limited to audio or video. If my research includes proprietary information, an agreement has been made between myself, the company, and the University to submit a thesis that meets course-specific learning outcomes and CAN be published. There will be no exceptions to this permission. I attest that the creative thesis project is my original work (that any copyrightable materials have been used with the permission of the original authors), and as such, it is automatically protected by the laws, rules, and regulations of the U.S. Copyright Office. My project chair has approved the content and quality of this paper. STUDENT: NAME: Andrew Murphy DATE: 12/10/2018 ADVISOR: NAME: Dr. Julie Peterson DATE: 12/10/2018 --------------------------------------------------------------------------------------------------------------------------------- This section for MS Plan A Thesis, MFA Creative Thesis, or EdS Thesis/Field Project papers only Committee members (other than your advisor who is listed in the section above) 1. CMTE MEMBER’S NAME: Dave Beck DATE: 12/10/2018 2. CMTE MEMBER’S NAME: Andrew Williams DATE: 12/10/2018 --------------------------------------------------------------------------------------------------------------------------------- This section to be completed by the Graduate School This final research report has been approved by the Graduate School. Director, Office of Graduate Studies: DATE: 2 Murphy, Andrew D. Strategic Brand Dismemberment for Successful Reincarnation: Disseminating Cohesive Brand Ideas Through Systematic Dispersal Across Media Channels with Transmedia Storytelling Abstract As the proliferation of ecommerce commoditizes a growing number of consumer product categories, companies, now more than ever, need to successfully communicate why their brand deserves consumer attention and patronage. A brand’s positioning, mission, and values can be the necessary added value to sway the mindset of many consumers. Storytelling is a highly effective means for communicating and has been engaged repeatedly by brands for unilateral communication with consumers. However, in our modern-day convergence culture, consumers desire more interactive means of communicating with brands. Out of this notion, transmedia storytelling has developed as a tool for increased brand engagement. Transmedia storytelling has the ability to engage consumers around a brand’s story by creating interaction, community, and a gamified experience. Unlike traditional broadcast means where a message can be encoded into a singular communication vehicle and transmitted through any one medium, transmedia storytelling intentionally breaks messaging into disparate parts with the assumption that consumers will reassemble the pieces through their interaction with multiple mediums. The work of this exploratory thesis tests the ability for a brand’s core attributes to be successfully communicated through systematic dispersal across multiple delivery mediums via a transmedia storytelling experience. 3 Acknowledgements The creation of this thesis work has been an immense pursuit. Its completion is due in no small part to the people in my life that have propelled me forward, pushed my thinking, and given me the space and time to create something I felt needed to exist in the world. My mother, Jenny, instilled in me a belief in education and an unquenchable thirst for knowledge. While I did not make this instillation easy for her, I am eternally grateful for her persistence in ensuring I continued my studies to a point where I became self-propelled. My professional colleagues, with whom I have been enormously lucky to serve alongside of, have continuously pushed me to think differently about the conceptual challenges I tackle. I thank them for their intellectual sparring and their role as sounding boards for my ideas. I thank my fellow Master of Fine Arts colleagues who took this journey in parallel with me. Their perseverance and council helped me push forward with my own, sometime daunting, body of work. To my professors who have been alongside me throughout my thesis journey, providing feedback and guidance, I am so very thankful for your support. Finally, to my wife, Barbara, who has endured the years of time and attention that I have had to put into completing my Master of Fine Arts. Her love, encouragement, support, and patience have been the cornerstone of this achievement. 4 Table of Contents Abstract ......................................................................................................................................2 List of Figures .............................................................................................................................8 Chapter I: Introduction .............................................................................................................. 10 Purpose of the Project .................................................................................................... 11 Project Objectives .......................................................................................................... 12 Objective One: The Creation of a Brand Attribute System.................................. 12 Objective Two: The Creation of a Transmedia Storytelling Experience .............. 12 Objective Three: The Analysis of Consumer Understanding............................... 12 Assumptions of the Project ............................................................................................ 13 Limitations of the Project............................................................................................... 13 Limitation One: Engagement.............................................................................. 13 Limitation Two: Resourcing ............................................................................... 13 Limitation Three: Consumer Investment ............................................................ 14 Limitation Four: User Bias ................................................................................. 14 Definition of Terms ....................................................................................................... 14 Chapter II: Background and Related Works............................................................................... 17 Transmedia Background ................................................................................................ 17 Notable Transmedia Works ........................................................................................... 18 I Love Bees ........................................................................................................ 19 Why So Serious? ................................................................................................ 21 The Happiness Factory ....................................................................................... 24 Related Academic Literature.......................................................................................... 28 5 Evolving Consumer Tastes ................................................................................. 28 Brand Use of Transmedia Storytelling ................................................................ 28 Outcomes of Transmedia Storytelling Use ......................................................... 29 Summary ....................................................................................................................... 30 Chapter III: Design Methodology .............................................................................................. 32 Design Methodology ..................................................................................................... 32 Brand Attribute System ...................................................................................... 32 Transmedia Story Development ......................................................................... 32 Determination of Brand Attribute Understanding ............................................... 33 Participant Selection ...................................................................................................... 34 Materials ....................................................................................................................... 34 Project Analysis Procedure ............................................................................................ 34 Chapter IV: Project ..................................................................................................................
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