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A Field Guide to Stuff
that Matters: Genetics, Identity, Culture and More
As a species, we are hard-wired to connect dots. Neuroscientists
tell us that human brains search for meaning and narrative
in everything – even when there is none. If we
are genetically driven to story-making, what tales matter
in business and why? How do we shape the stories that
shape us? How do stories drive identity and behavior
in the marketplace, the workplace and beyond? Jeannette
Hanna wades into the debate with practical insights
for designers and managers on how to navigate the brand/image/myth
terrain.
Jeannette Hanna is VP, Brand Strategy, at Spencer Francey
Peters (SFP). Her key area of expertise is developing
sustainable corporate branding and communications strategies,
with a special emphasis on the impact of new technology
on brand management and corporate communications. She
is one of the founders of SFP, which has been at the
forefront of brand management innovation in Canada since
the mid-80s. Hanna is the author of SFP's 25-year retrospective
book, Connect the Dots. Hanna has lectured
at several Canadian business schools, Pratt Institute
and Kent State University.
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