In June of 2002 Metaphor Studio published an executive white paper entitled Community Experience Development™ (CeD). The paper outlines the practice of transforming brand “audiences” into brand “communities.”
The evolution of the Internet has brought about a wave of online communities that have proven my theory in the white paper that if you let the user define their own community then they will be happier and more satisfied with your brand. MySpace.com, Friendster.com and LinkedIn.com are all examples of the communities that can be created around these self-empowering technologies.
CeD is a business philosophy that focuses on the proprietary consulting strategy of Metaphor Studio, utilizing methods for revolutionizing brand communities. CeD includes cultivating, fascinating, and illuminating the target audience through personalized and non-personalized membership communities.
The core CeD principles involve leveraging intellectual properties to position each community creator as the leader and expert in their given community. Achievement of CeD objectives result in the evolution of the brand community as a destination and the creation of kindred spirits.
Through Metaphor Studio’s Corporate Brand Renewal clients experience complete brand transformation. From discovery through execution, a comprehensive CeD process requires a 12 month to 36 month consulting engagement.
Featured in this issue of pull are Metaphor’s development and renewal of a few brand communities which are top-of-the-line bricks and mortar communities that required brand renewal.
My article on Brand Community and its implications in offline communities, as well as, online communities helps to explain why Metaphor is so focused on community-building.
The City of Blue Ash is filled with a large variety of opportunities for businesses and residents alike. Working closely with the Economic Development Department to provide strategy and execution, Metaphor has managed the Civic Brand Renewal required for this client.
Fountain Square is the anchor for the city of Cincinnati and serves as a gathering place for the CincinnatiUSA region. Metaphor developed the identity, interactive and advertising for the Square’s reopening on October 14th.
iRhine has served the Cincinnati neighborhood of Over-the-Rhine for over five years through iRhine.com, events and the recently published full-color magazine through the Cincinnati Enquirer’s CiN Weekly publication.
In addition, you'll also find advertising and design work completed by Metaphor Studio for the Cincinnati USA Regional Chamber.
Thank you for reading our second issue of pull. We look forward to many more and we hope you’ll join us. Ran Mullins Founder & CEO Metaphor Studio
about pull pull is a quarterly publication designed to provide insights into metaphor's Community Experience Development™ process of consulting. metaphor is a creative consultancy in downtown Cincinnati, Ohio's historic Over-the-Rhine neighborhood providing Identity, Interactive, Advertising and Public Relations Strategy for regional and national clients through our Community Experience Development™ brand renewal process.
