Dr. George Lakoff and Gil Duran Officially Launch FrameLab Communications

BERKELEY – Dr. George Lakoff and Gil Duran today officially launched FrameLab Communications, a message framing and communications strategy firm. FrameLab will work with a select group of businesses, nonprofit organizations, and political operations that serve the public interest.

Dr. Lakoff is the world’s best-known expert on the framing of social and political issues. He is Distinguished Professor Emeritus of Cognitive Science and Linguistics at the University of California, Berkeley, where he taught for 44 years after teaching for six years at Harvard and the University of Michigan. He is the best-selling author of Don’t Think of An Elephant (2004), the handbook on political framing, as well as many other books. Metaphors We Live By (1980), which he co-wrote with Mark Johnson, is credited with helping to inspire the user interface for the Mac.

“We know from the brain and cognitive sciences that thought is carried out by neural circuitry and is largely inaccessible to consciousness. Techniques for studying unconscious thought have allowed us to discover the implicit worldviews motivating the progressive versus the conservative understandings of current issues and even facts,” said Dr. Lakoff. “FrameLab brings this research to bear on how best to frame values-based messages effectively and communicate them widely.”

Duran spent over a decade as a strategist and spokesperson for California’s top elected officials. He served as Press Secretary to Governor Jerry Brown twice – first at Oakland City Hall (2003-2007), then in Sacramento (2011-2013). He also served as Communications Director for U.S. Senator Dianne Feinstein, Communications Director for California Attorney General Kamala D. Harris, and Press Secretary for Los Angeles Mayor Antonio R. Villaraigosa. Most recently, he served as Senior Vice President for Communications and Senior Advisor at Tom Steyer’s NextGen America.

“When I read Don’t Think of An Elephant in 2005, I experienced a seismic shift in my approach to communications and gained a powerful advantage over the competition,” said Duran. “I’ve had the privilege of consulting with Dr. Lakoff during some of the biggest challenges in California politics, and it’s an honor to formalize our partnership with FrameLab. We look forward to using every bit of our knowledge and skill to serve the public good at this critical time.”

At FrameLab, Lakoff and Duran will focus on high-level framing, messaging, and strategy for clients, and will offer a full range of services in cooperation with a partner firm. Lakoff and Duran co-host a podcast – also called FrameLab – which focuses on politics, language, and the brain. It has thousands of listeners in over 50 countries.

Their partnership has also produced multiple viral social media pieces focused on framing, messaging, and communications.

For more information on how to work with FrameLab, please email info@framelab.us or call 510-545-9773.

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2 replies
  1. Martie
    Martie says:

    Hiw would this frame work?

    We need to stop calling the GOP
    “ Conservatives “ but label them
    “ Loyalists “ in support of a new kind of Monarchy.

  2. Amy Marchand Collins
    Amy Marchand Collins says:

    Dr. Lakoff, I just finished watching the video of you with Robert Reich. I’m thrilled to hear that you are going to be engaged in the effort to get Democrats to use this language – of values and a nurturant vision of morality. I have nowhere near your pedigree, but I have been saying much the same thing for years.
    Especially when the Republicans were calling themselves “the party of ‘NO’”. I think people are hungry to hear a genuine “This is what I stand for and why I believe we should take care of one another” from Democrats. I would love to stay informed and help this effort succeed however I can.


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