We live in symbolically created world -- sometimes they overlap and sometimes they don't. Our symbol systems and world views can be segmented into seven symbolic visions or dramas. This is the foundation for Symbographic research. These dramas provide a lens through which we can see the way communities, tribes, organizations, customers segment and organize. The visions are righteous, social, pragmatic, social-righteous, social-pragmatic, righteous-pragmatic, and no vision. From a brand perspective, the no vision a dangerous place to be, as the market will position you.
Righteous visions are those that deal with issues of quality and excellence and may have a religious fervor. "If you want it done right, you do it yourself."
Social visions are those that deal with issues of people, service, humane ways of doing things, or peer group influence. "It's not what you know, it's who you know."
Pragmatic visions are those that deal with issues of price and emotional detachment. Pragmatic heroes want things done that are cheap and easy. "I just need the fastest, cheapest option available."
These visions can change from product to product or service or issue. You may purchase your gas for righteous reasons (only the highest octane is good enough for my vehicle) and, yet, are pragmatic when it comes to your choice of beer (free is for me, or it's all the same, I'm not going to spend that much on it).
So, value is created not by price, but by symbolic perception. The brand equity may be for social reasons or righteous reasons. Even pragmatics can pay a bit more for something they won't have to worry about.
My uncle, mentor, and former professor, John Cragan, uses two quick reference points to help drive these concepts home. Bananas and Oil.
If you've ever participated in a road race or fun run, you're familiar with the fruit and water tents at the end of the race. Now thinking about the people coming to the tent after the race:
The righteous runner says "Potassium. That's what I need to avoid cramping."
The social runner says "Look at all of my fellow runners gathering, seems like a great chance to hang out and talk."
The pragmatic runner says "Hey, free fruit."
When it comes to motor oil:
The righteous car owner says ""I'll do it myself." (they might even enjoy this task)
The social owner would say: "I'm having my trusted auto mechanic do it for me" or "we've always taken our cars there."
The pragmatic hero would say: "I'm going to Jiffy Lube because it's quick, cheap, and easy."
Think about this from a market segmentation perspective. Look at the communities forming around brands, products, services, politics, etc. You can get a much clearer picture of your personas or lifestyle marketing. Do your Symbographic research and then look for the breaker variables when it comes to the demographics and sociographics of the communities you're trying to reach. As McLuhan said, the world is re-tribalizing. Our tribes are now forming around (mass) media and identity and are not bound to simple geography. Utilizing a Symbographic lens, you can better understand where your constituents derive meaning, motive, emotion and identity in their lives. You might be trying to sell social benefits to somebody that just needs a pragmatic solution.
*The above is based on the work of Bormann, Cragan, and Shields developing Symbolic Convergence Theory (SCT).
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