Brand archetypes
DefinitionBrand & Creativity
Brand archetypes
Giving a brand a recognisable character drawn from recurring story figures - Hero, Outlaw, Sage, Jester and the rest of the twelve - so its personality stays coherent across executions. Rooted in Jungian archetypes; useful as a consistency device, not as science.
Evidence from the library
Different researchers use different names - distinctive brand assets, fluent devices, brand codes - for what may be the same long-standing identity principles.WarningBrand as mosaic: divergent creator executions should still scaffold into one coherent set of brand associations.PrincipleDistinctive brand assets act as emotional bookmarks that help people find their way back to a feelingPrinciplelogo 1.0 vs sonic 2.3Sonic assets and brand characters build distinctiveness more than logos or celebritiesStat47%Not all brand assets are created equalStat
Put it to work
Source
Marketing Definitions
Margaret Mark and Carol Pearson, The Hero and the Outlaw (2001)
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