Filling in the Gaps

 

We buy into brands to transform and transcend. J Crew tells a unique story about its brand through a larger story told with the curation of multiple products laid out as a storyboard. These visual aids allow us to imagine a more broad view of the J Crew customer. More cues equal more gaps to fill with our own imaginations. Our imagination adds texture, history, emotions and experiences to an otherwise flat narrative. This is called double scope blending, which is the ability to create large conceptual networks.

As we build up specific aspirations based on a particular narrative (like the one J Crew has built here), it is the brand’s hope that we turn thought into action. In this case the action is to buy.

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